The Chinese Gaming Industry's Overseas Expedition Begins on Twitter

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The Chinese Gaming Industry's Overseas Expedition Begins on Twitter

Introduction

In the wave of continued growth in the global gaming market, it has become an inevitable trend for Chinese gaming companies to accelerate their "go overseas" efforts. However, the overseas market environment is complex and changeable, and a single user acquisition strategy is no longer able to meet the long-term development needs of brands. Effectively attracting high-value users and achieving a balance of "brand building and performance marketing" has become an urgent priority. This article will analyze Twitter's unique advantages and share successful case studies to provide a practical guide for Chinese gaming companies going overseas.

I. New Challenges for Gaming Overseas: High-Value Users and "Brand Building + Performance"

As the domestic gaming market becomes saturated, more and more Chinese gaming companies are setting their sights on overseas markets. However, the high cost of user acquisition and the complex marketing environment make it difficult for a single acquisition strategy to achieve full-funnel marketing goals. In this context, the balance of "brand building and performance marketing" has become the key to overseas success.

Attracting high-value users is a prerequisite for achieving this balance. High-value users are highly active and receptive to new products, making them the driving force for brands to break through barriers. Social media platforms, with their large user bases and rich marketing tools, have become the ideal battleground for attracting high-value users.

II. Twitter: The Gathering Place for High-Value Gamers

As a well-known global social media platform, Twitter has become a gathering place for high-value users, including gamers.

Abundant User Resources Twitter generates over 500 million real-time posts per day, and users react extremely quickly to new information. In April 2020, there were over 240 million gaming-related tweets in the Asia-Pacific region, showing that gamers are a very active segment on Twitter. Through Twitter, gaming brands can directly engage with their core audiences and build emotional connections.

Real-Time Interactive Marketing Tools Not only does Twitter have an active high-value user base, but it also offers three key marketing advantages: real-time updates, interactivity, and creativity. Brands can leverage trending events to insert marketing messages; build gaming communities to cultivate player groups; and use influencer endorsements and other innovative methods to attract younger users. At the same time, Twitter's advertising solutions can reach target user groups in real-time.

One-Stop Marketing Support Twitter's ArtHouse department can provide one-stop content marketing services, from influencer collaborations and creative customization to live streaming services. The Twitter Next team focuses on analyzing user behavior to tailor communication strategies for brands.

III. Success Stories: How Chinese Games Achieved "Brand Building + Performance" Overseas

Successfully Building Brand Buzz: Rise of Kingdoms Rise of Kingdoms leveraged the Twitter platform and used tactics like launching influencer ads on launch day to spark extensive user discussions, successfully generating brand exposure and buzz. The influencer videos also introduced how to play the game, further attracting the target player base and driving user growth.

Boosting Brand Interaction for New Growth: Xbox Twitter Hunt Xbox ANZ launched a virtual treasure hunt game called "Xbox Twitter Hunt" on Twitter. Various engaging participation methods and real-time leaderboard displays significantly boosted user interaction, with brand exposure increasing by 300%.

Precise Targeting for Refined Operations: Era of Dragon

Era of Dragon initiated warm-up operations on Twitter half a year before its official launch, continuously engaging fans through interactive content. Nearing the launch, it further gathered seed users through tactics like follower giveaways, successfully maximizing topic exposure on launch day.

Conclusion

Going overseas presents a significant opportunity for Chinese gaming companies, but also comes with challenges. As a popular platform gathering high-value users, with strong real-time marketing and interactive capabilities as well as one-stop professional service support, Twitter can help Chinese gaming brands successfully achieve a "brand building and performance marketing" balance in overseas markets for long-term growth.