Last Updated on July 26, 2024
As a PC game publisher or developer, tracking the popularity of your titles in a foreign market like China can take time and effort. You have to get close access to the local gaming community and create a rapport with domestic players to ensure a successful marketing campaign.
One of the best strategies to do this is to create a brand presence on HeyBox (小黑盒) for your games in China. It has a huge audience reach of 80 million registered users, which means it’s a platform with a ton of influence in the country’s thriving gaming market.
In this post, we’ll explore how effective Heybox is as a community-building platform and the other digital marketing perks it offers when promoting a video game in China.
What is HeyBox (小黑盒) in China?
HeyBox (小黑盒), literally translated as “Little Black Box,” is a product developed by Qingfeng (Beijing) Technology Co., Ltd.
It’s an all-in-one app for gamers and developers to catch up with the latest industry news, get access to an upcoming gaming event, connect with other game players, and buy recently released PC games in the country.
While it’s not exactly a Chinese social media platform, HeyBox users can utilize content creation tools to share their gaming experiences and engage with other players within the gaming community.
Source: HeyBox Download Page on Apple App Store
HeyBox also has a long-standing partnership with Steam, allowing the local platform to distribute game keys. So, if your game is already on Steam, chances are the reported sales from China are bought through HeyBox.
Beyond the fun of playing games and building communities for specific titles, the platform also has features that accept feedback from users who already purchased your game.
These reviews can help gaming brands and developers improve their content quality in the long run and determine how the local market perceives their games.
Consumer Profile of Users in HeyBox China
Before planning a game marketing campaign for HeyBox users, it’s important to have insights into the platform’s consumer behaviors and preferences. These details also signify the huge influence HeyBox holds over local video game players.
- 80 million registered HeyBox users
- 70% of its user base are players from Steam
- 41% of HeyBox users have games worth between $800 to $2000
- More than 50 million posts were created within the HeyBox community
4 Top HeyBox Marketing Tips in the Chinese Market
1. Create an official HeyBox Account
With an official HeyBox account, users can easily find updates and other information related to the games they’re playing. If Steam has already distributed your game in China, creating an account and optimizing content can lead all the organic traffic to your official landing page.
Having an official account on HeyBox also opens doors for companies to directly answer players’ queries and initiate game-related discussions through a dedicated community.
Genshin Impact’s Official Game Page on HeyBox
With full access to content reaction tools, the platform gives you the power to engage with your community through media-rich posts. Depending on your marketing goal, the content types you can choose from range from videos and images to elaborate game walk-throughs and gameplays.
Obtaining official accounts on HeyBox also grants you a chance to organize and promote player competitions, which encourages more user engagement within the platform and in the game itself.
2. Track Video Game Trends
On Steam, the wishlists and reviews you get on your game’s page are not exclusively from China. Since HeyBox is used solely by Chinese gaming enthusiasts, the analytical and statistical data you can view are more localized.
Game publishers and developers can clearly see the number of players or audiences within their perspective communities. They can also detect the rating and feedback trends on HeyBox. This allows them to read complaints and resolve matters more quickly than usual.
The analysis reports from HeyBox provide insights into the top distribution sources, number of page visits per day, total fan base, and many more. You’ll also get a peek at the stats from Steam, from the average playing hours to the count of players currently online.
3. Collaborate with Gaming KOLs
Beyond enticing regular gamers in China, your brand can benefit from building partnerships with renowned and trusted influencers in the local gaming industry. These online personalities have dedicated followers who heed their advice and download their recommendations.
Given that HeyBox provides a community section for each game title, the process of finding the right KOL for your brand becomes more straightforward. You can easily spot them posting more frequently than regular players, providing extensive insights about the game and having high engagement rates in every content they release.
Examples of KOL posts on HeyBox China’s App Homepage
Besides your game’s community section, successful KOL campaigns can also come from expert gaming influencers keen on playing and promoting different titles. You can find them through the app’s main feed, featuring posts with high engagement and personalized content.
While it’s tempting to pick top KOLs for their massive follower count, remember to select ones that align with your brand values and target audience. It’s also important to check their reputation in the local market, as this could reflect the credibility of your business in the long run.
4. Localize your Steam Page
While the game wishlists from Steam and HeyBox come from different sources, the partnership between these platforms made the brand localization process more important than before.
The gaming content and information you include on Steam are typically also viewable on HeyBox. With thousands of titles from the local market and all over the world available on this channel, you wouldn’t want your promotional content to get lost in the crowd.
Fortunately, Steam allows the localization of store page content, which includes adding images and videos and translating descriptions. All these customization options are available within the platform’s partner portal.
Example of Localized Page on Steam (Dragon Nest)
Localization is also key to maintaining a high rating percentage because it encourages domestic gamers to engage with the game’s landing page. In addition to translating the Steam page itself, localizing game files and even your brand name can help give your titles domestic exposure and help resonate with the Chinese market.
Why is HeyBox Important for Game Marketing in the Chinese Market?
Even renowned game developers and top publishers in China value HeyBox as a vital marketing channel for building community around their brands. It has game media feeds that allow players to get updates about the titles they purchased and played.
Beyond that, foreign companies can also leverage the platform’s Wiki features. This section includes all the details about the game, making it easier for potential players to understand its gameplay and other core aspects.
Unlike typical social platforms, HeyBox has a concentrated user base of dedicated gamers in China. This means that all the fun and interactive content you’ll put out for your game will likely be viewed by audiences who are already actively purchasing games on the platform.
Content and promotions featured in the HeyBox app (Source: Shuifeng)
The total number of content posted on HeyBox’s channels reaches over 100 million readers per month, 10 million of which are actively searching data queries about games within its systems.
Thanks to HeyBox’s multi-platform data synchronization features, Chinese gamers can purchase and download your game through channels like Steam, Switch, Xbox, EPIC Games, and many more.
Your Trusted Video Game Marketing Partner in the Chinese Market!
The availability of games on HeyBox signals an opportunity to tap into China’s 668 million gaming population. With the platform’s highly community-centric features, a brand can build a connection with its audience that goes beyond simple user engagement or local exposure. It enhances the game’s credibility and positioning within the industry.
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At Sekkei Digital Group, we understand the role distribution channels play when it comes to video games launched in China. With our extensive industry experience and expertise, our team can help you monitor, manage, and expand your brand presence on HeyBox.
Whether you intend to work with gaming KOLs or localize your content, we have all the digital solutions you need. Get in touch with us today, and let’s take the first step to a fruitful collaboration.
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