Game Marketing Case Study
SHADOW FIGHT 3 CAMPAIGN
Shadow Fight 3 is one of Nekki’s flagship mobile action titles, known for its dynamic combat system, stylish character design, and loyal global fan base. With an existing audience in China, the brand aimed to strengthen its market position and grow a more engaged community.
Sekkei Digital Group supported this effort by developing a localized digital content tailored for Chinese players and the country’s competitive social media landscape.
The Challenge
Nekki wanted to expand Shadow Fight 3’s gaming footprint in China, but success required more than simply translating existing digital assets. The Chinese gaming audience responds strongly to localized visuals, platform-specific content, and interactive community activities.
The challenge was to introduce consistent content across WeChat and Weibo, amplify brand visibility, and convert passive followers into an active fan community. Nekki needed a partner who could understand audience behavior and deliver culturally relevant activations that supported long-term growth.
Our Solutions
We implemented a game marketing strategy in China focused on localized content, consistent platform activity, community engagement, and KOL collaborations to attract and validate new players.
Social Media Content & Management
- Managed official WeChat and Weibo channels with localized content tailored to Chinese gamers.
- Published announcements, event updates, and visual assets optimized for each platform.
KOL Collaborations
- Collaborated with gaming KOLs whose audiences matched Shadow Fight 3’s target community.
- Promoted in-game contests and events, driving engagement and participation.
The Results
The Shadow Fight 3 campaigns generated strong traction across WeChat and Weibo. With localized content, interactive events, and KOL support, the game achieved rapid audience expansion and engagement far above industry norms.
0 → 13K
WeChat followers
1M+
Weibo impressions
21.4%
WeChat readership rate
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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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