The Power of Online Gaming Influencers

The Power of Mobile Gaming Influencers in China [Top KOLs & Strategies]

Last Updated on October 14, 2024

Among the various digital marketing campaigns our team handled, influencer collaborations rarely fail to create a buzz for foreign brands trying to break into China.

The mobile gaming market, in particular, is an industry where KOLs and KOCs hold sway in forming community consumption patterns and general opinions about a game.

Our influencer marketing campaigns are built around genuine user engagement. In this post, we’ll highlight how you can effectively utilize gaming influencers in China to appeal to highly tech-savvy Chinese gamers.

 

How We Utilize Gaming Influencers in China

China’s mobile gaming industry serves over 674 million players who not only play games but also actively engage with any content related to the online game they’re playing.

Because of the massive potential audience reach, planning and creating an effective influencer marketing strategy may seem overwhelming. Fortunately, we have first-hand experience handling these types of campaigns. Here’s how SDG handles gaming KOL collaborations in China:

 

Social Media Engagement

The success of your digital marketing strategy lies in consistent brand presence on specific local social media platforms where your target audience is active. For game brands and developers, it’s important to consider apps with communities dedicated to online gaming niches.

 

Sennheiser’s KOL campaigns on Bilibili Moments

 

In our experience promoting foreign mobile game titles and products, we often opt to launch influencer marketing campaigns on video-sharing platforms like Bilibili, Douyin, Huya, WeChat Channels, etc.

Bilibili, in particular, has a strong influence in the local gaming niche, primarily because it focuses on ACG content. This platform also hosts many esports events, including live tournament broadcasts.

When we handled KOL campaigns for Sennheiser gaming headphones, we made sure to promote a message that extended beyond a single media type.

From product giveaways to unboxings and reviews, we devised a content strategy that helped the KOL’s followers understand the product’s overall quality and its added value to their gaming lifestyles.

 

幸运的LANCERRR’s Video Review for Sennheiser Headphones on Bilibili

幸运的LANCERRR’s Video Review for Sennheiser Headphones on Bilibili

 

Remember, fans of game influencers are often looking for more than in-game tutorials. Since these players have already established their expertise in the games they play, consumers trust their recommendations on game-related products and accessories.

They expect to watch in-depth videos of influencers. Rather than outright promotions, their interest leans more toward seeing how the product can improve their gameplay.

 

QR Code + KOL Campaign for Sennheiser

QR Code + KOL Campaign for Sennheiser (Source: 幸运的LANCERRR)

 

Most giveaway content we handle for Sennheiser directed KOL followers to search and follow the brand’s official WeChat and Weibo accounts. Because of this, we were able to determine the campaign’s success in terms of conversions, including the uptick in search terms related to the brand.

The brand’s WeChat follower count rose by 25% after the campaign’s conclusion, while its Weibo profile experienced 11% growth. Overall, Sennheiser’s collaboration with Chinese influencers

 

Live-streaming

Launching live streams is a practical user acquisition method, especially if you want to introduce a game to more local gamers in China.

Combined with the credibility of gaming influencers, you can be sure that this strategy creates opportunities for real-time engagement and to determine the overall sentiment about gameplay without the influence of rewards.

 

KOL Live-streams for Riftstorm on Bilibili

KOL Live-streams for Riftstorm on Bilibili

 

In our KOL collaboration project for Riftstorm, we picked game influencers from Bilibili. The campaign lasted three days, with each livestream lasting two to three hours. The highest streaming day view count reached around 19,000, with 24,000 likes and 4,200 comments.

 

KOL Live-streaming Campaigns for Riftstorm

KOL Live-streams for Riftstorm

 

While influencers play Riftstorm live, the developers collect data on how viewers perceive the game. Specific comments about in-game purchases, character design, and gameplay give them an idea of what game elements leave a positive or negative impression on their target audience.

With the Chinese gaming KOLs reviewing the game title in real time, their followers are more likely to trust the credibility of the content and not see the campaign as a mere sponsorship deal.

 

O2O Campaigns

In China’s competitive mobile gaming market, influencers play a crucial role in building brand awareness and engagement. One effective method that merges the two is the O2O (Online-to-Offline) campaign.

By partnering with KOLs, gaming companies can bridge the physical and digital spaces, as influencers often share their live experiences from offline events across their social media channels.

 

O2O Event Marketing on ChinaJoy for Sennheiser

 

In major gaming conventions like ChinaJoy, you’ll notice that many influencers often post live updates and interactive content from booths they visit.

By tagging brands and incorporating live QR code activations, they not only attract a physical crowd but also create a buzz among online audiences who can’t attend the event in person.

It’s particularly impactful because their recommendations carry weight in China’s gaming community. Gamers trust the insights from influencers they follow, making these partnerships vital in encouraging product trials, app downloads, or community growth.

 

Who are the Top Chinese Gaming Influencers?

Beyond choosing the right platform for your influencer marketing campaign in China, it’s also important to select a suitable KOL or KOC to reach and appeal to the right audiences. Let’s take a closer look at the most popular game influencers in China and see what opportunities they offer for brands:

 

●     Xiaochaoyuanzhang

This influencer started as a full-time video anchor on Huya Live. Although he was initially a commentator, his videos on Bilibili now feature his team and himself playing different games live while engaging with his audience.

Right now, over 13 million Bilibili users follow his official channel. His videos are also receiving millions of views and thousands of comments.

 

Dean Xiaochao’s Bilibili Channel

Dean Xiaochao’s Bilibili Channel

 

The charm of his content lies in its candid and unedited nature. While not all videos from his channel focus on game-related topics, he always ensures that the products he promotes resonate with his tech-savvy, ACG-focused audience.

His brand advertisements almost always coincide with upcoming local holidays and festivals. This allows him to take advantage of the peak engagement and conversion rate brought by the season.

 

 

●     Doubidequechao

Another popular Chinese gaming KOL is Doubidequechao, which has 7.405 million fans at Bilibili. He also has a significant following on niche-specific forums like Zhihu and the top social media platform, Weibo.

This influencer differentiates himself from the crowd by creating game-related skits rather than the typical live content that Chinese gamers are used to. His effort to create unique videos is why his releases keep hitting fame.

 

Doubidequechao’s Bilibili Profile

Doubidequechao’s Bilibili Profile

 

 

●     Huashaobei

This influencer has risen to fame because of his self-produced video series  “Teacher Hua and Weird Games” on Bilibili. His expertise in playing games and distinct lifestyle helped him to gain over 5 million fans.

Beyond streaming games, his content also focuses on events and tournaments related to China’s thriving esports industry. Thanks to this, his viewers see him as a credible source of information rather than just for pure entertainment.

 

Huashaobei’s Bilibili Page

Huashaobei’s Bilibili Page

 

Recommended Platforms To Find Mobile Game Influencers in China

 

  • Douyin (Chinese TikTok)

Douyin’s visually engaging format and short video content make it ideal for mobile game promotions. Marketing on this platform also means attracting a younger, tech-savvy audience that prefers the bite-sized format it’s known for.

Finding KOLs here involves tracking engagement metrics such as likes, comments, and shares on relevant gaming content. Marketers can start their search by looking for specific game-related hashtags to see which influencers lead the conversation around popular Chinese games.

 

Game live streams on Douyin

 

  • Bilibili

Bilibili is highly popular among gamers, particularly those interested in mobile and PC games. The platform allows community interaction through comments, bullet chatting (users send real-time comments over video), and live Q&A sessions. These features are effective for building a strong, loyal following around a game.

To find KOLs on Bilibili, brands can explore top-performing videos related to mobile games, search for the latest trending titles, and see which creators are leading in that space.

Pay attention to influencer interactions, such as comments between influencers and their audiences. This will give you insight into their fan engagement and potential impact.

 

Bilibili Live-stream Section

 

 

  • Huya and Douyu

For real-time engagement, Huya and Douyu are the top live-stream platforms dedicated to gaming. These platforms are invaluable, especially for games with multiplayer or competitive elements.

To find KOLs on these platforms, brands can explore top-ranked streamers who frequently broadcast mobile games. Look for content creators who maintain high viewer counts, strong audience interaction, and consistent streaming schedules.

 

Huya Live Mobile Landing Pages

 

Your Trusted Mobile Game Marketing Partner in China!

Influencers in the Chinese gaming market are more than just regular sources of entertainment. Because they gained their followers through skill and consistency, you must understand that their audience expects them to deliver quality content that resonates with their interests.

 

You may also want to read:

Chinese E-Sports market

 

At Sekkei Digital Group, we value the quality of every campaign we release. Our highly experienced team can help your brand find the most suitable influencer to work with and launch promotions that align with your business goals in the Chinese market.

 

Sekkei Digital Group Services

 

Whether you intend to launch live streams or create game review videos with influencers, we have all the digital solutions you need. Contact us today, and let’s start working together!

 

contact us SDG

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