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The gaming industry in China is a thriving market with a massive player base. KOL influencer marketing is a strategic approach to connect with gamers and promote games. This article explores effective strategies for KOL marketing in China’s gaming sector.
Selecting Gaming-Focused KOLs
Partner with KOLs who have a dedicated following in the gaming community and can authentically represent your game’s genre and style.
Example: Genre-Specific KOLs
A role-playing game (RPG) developer collaborates with KOLs known for their expertise in RPGs, leveraging their insights to attract a niche audience.
Live Streaming and Gameplay Demonstrations
Utilize live streaming platforms to showcase gameplay, host live demonstrations, and interact with viewers in real-time.
Example: Live Streaming Engagement
A popular battle royale game hosts a live tournament on Douyin, featuring top KOLs and offering exclusive in-game rewards for participants and viewers.
Highlighting Game Features and Experiences
Create content that highlights the unique features, storylines, and experiences that your game offers, setting it apart from competitors.
Example: Feature Highlight Videos
A mobile game company produces videos showcasing the innovative mechanics and immersive world of their new release, shared across social media platforms.
Community Building and Interaction
Build a community around your game by engaging with players through comments, social media groups, and forums, fostering loyalty and advocacy.
Example: Community Interaction
A multiplayer online game (MOBA) creates a WeChat group for players to discuss strategies, share experiences, and connect with the game’s developers.
Cross-Platform Promotion
Develop a cross-platform strategy to reach a wider audience and maintain consistent brand messaging across different social media channels.
Example: Multi-Platform Campaigns
A gaming console brand promotes their latest release across Weibo, WeChat, and Bilibili, each with tailored content that appeals to different segments of gamers.
Offering Exclusive In-Game Rewards
Incentivize followers with exclusive in-game rewards, special editions, or early access to new features to drive engagement and excitement.
Example: Exclusive Rewards
A game developer offers exclusive skins and items to followers who participate in social media campaigns, increasing player engagement and in-game purchases.
Tracking and Analyzing Player Behavior
Monitor player behavior and feedback from KOL campaigns to understand what aspects of the game resonate most with the audience and adjust marketing strategies accordingly.
Example: Data-Driven Insights
A virtual reality (VR) gaming company tracks user engagement and feedback from KOL live streams, using the data to refine their game design and marketing approach.
Compliance with Gaming Regulations
Ensure all marketing activities, including KOL partnerships, comply with Chinese regulations on gaming, advertising, and content restrictions.
Example: Regulatory Adherence
A mobile game publisher ensures all KOL promotions include the required age restrictions and disclaimers, adhering to legal guidelines and maintaining a responsible image.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation!
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