Game Marketing Case Study
RAIL ROUTE CAMPAIGN
Rail Route partnered with Sekkei Digital Group to expand its digital visibility and drive game purchases and wishlists on STEAM in China. To support this goal, we launched a targeted KOC campaign on Bilibili, working with gaming influencers who highlighted its gameplay, mechanics, and unique features that appeal to local players.
The Challenge
The brand wanted to promote the game on Bilibili and encourage its target audience to discover it organically on STEAM. The problem is it can be challenging for Rail Route to stand out on the platform, given the volume of gaming content, diverse audience expectations, and the need to match each game with the right creators.
The challenge was to identify influencers who truly resonated with players interested in simulation and strategy titles, provide them with the right narrative framework, and sustain visibility long enough to convert views into genuine engagement.
Our Solutions
We executed a targeted creator campaign with clear guidelines, early access, and key talking points aligned with proven China game-marketing strategies. Continuous tracking optimized performance and generated insights for future campaigns.
KOC Collaborations on Bilibili
- Enrolled three gaming KOCs on Bilibili, providing early in-game access, key features, and tailored talking points.
- Creators showcased Rail Route gameplay, mechanics, and impressions, introducing the game to relevant audiences and driving organic discussion through comments and shares.
Campaign Tracking and Optimization
- Continuously monitored views, engagement, and audience sentiment to refine messaging and amplify high-performing content.
- Consolidated campaign insights and performance data into actionable reporting to guide future game marketing strategies.
The Results
The campaign significantly increased Rail Route’s visibility on Bilibili, driven by authentic creator content that resonated with Chinese players. The three selected gaming KOCs generated strong engagement through comments, interactions, and enthusiastic viewer responses. Together, their content achieved widespread reach and relevant conversation around the game’s unique mechanics.
970,000+
Views
41,000+
Interactions
2,500+
Comments
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Related Services
Social Media Marketing
We help gaming titles expand their digital footprint across Chinese social media platforms through localized strategies, content planning, and community engagement. Our campaigns strengthen brand awareness, fuel content discovery, and support long-term growth across high-impact game marketing channels.
Influencer Campaigns
We connect gaming brands with the right KOLs and KOCs to drive authentic engagement in China. Our team sources creators, provides campaign guidance, and manages content delivery to increase visibility and drive user engagement within online game communities on platforms like Bilibili.
SDG Expertise in Focus
Explore Sekkei Digital Group’s recommended strategies for foreign brands executing game marketing in China.
GAME MARKETING IN CHINA FOR FOREIGN IPS & PUBLISHERS
China’s gaming audience discovers titles through short videos, livestreams, search, and fan communities before committing to play. Built around these behaviors, we help foreign publishers activate campaigns on channels like Douyin, Bilibili, WeChat, and Weibo to drive installs, sustained engagement, and long-term player activity.
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