Deep Localization
Why it matters
Chinese players value localized content. A game without Chinese language support often receives negative reviews like "没有中文" (No Chinese), directly impacting Steam ratings and visibility.
How to execute
- Translate game files, Steam pages, announcements, and subtitles into native Chinese.
- Adapt cultural elements: Avoid sensitive themes (e.g., politics, historical distortions) and align with local festivals (e.g., Mid-Autumn Festival, Chinese New Year).
- Create a Chinese brand name: For example, "Cyberpunk 2077" can become《赛博朋克2077》, resonating with Chinese gamers.
Case Study
Crashlands 2 saw a 53% increase in Chinese sales after implementing full localization, including culturally adapted item descriptions and a Chinese brand name.
Set Up Official Social Media Accounts
Why it matters
Chinese gamers rely on platforms like Bilibili (for PC gaming content), Douyin (short videos), and Weibo (news updates) to discover new games and for community interaction.
How to execute
- Register official accounts on Bilibili, Douyin, and Weibo.
- Tailor content to platform preferences: Bilibili for gameplay guides and live streams, Douyin for viral clips and Weibo for announcements.
- Use localized visuals and trending hashtags (e.g., #Steam夏季促销 for Steam Summer Sale).
Case Study
X4: Foundations gained 8,600 followers on Bilibili within 8 months by posting weekly gameplay tips and developer diaries.
Collaborate with Influencers
Why it matters
Influencers (KOLs) drive trust and visibility. Chinese gamers prefer authentic recommendations over ads.
How to execute
- Identify relevant influencers on Bilibili/Douyin
- Build relationships (关系) by providing exclusive early access or custom content.
- Combine organic collaborations with paid campaigns for wider reach.
Case Study
Infection Free Zone partnered with at least 3 Bilibili influencers to release trailers organically, generating 145K+ views and 4.2K likes without paid promotions.
Community Management & Engagement
Why it matters
Chinese players expect responsive communication. Active community management boosts retention and positive reviews.
How to execute
- Monitor Steam forums, Bilibili, and Douyin for feedback on a weekly basis.
- Address bugs and suggestions promptly (e.g., hotfixes within days).
- Host contests or live Q&A sessions to foster engagement.
Case Study
Model Builder improved its Steam rating from 75% to 80% in 7 days after implementing real-time feedback tracking and Discord support.
Leverage Data-Driven Optimization
Why it matters
China’s digital landscape requires agile adjustments based on performance metrics.
How to execute
- Track keyword rankings on Baidu and Steam search trends.
- Analyze engagement rates on social media (e.g., Bilibili video completion rates).
- Adapt campaigns based on ROI: For example, shift budgets from underperforming platforms to high-conversion channels like Douyin live streams.
Case Study
Soulstone Survivors used data from Baidu SEO and Bilibili analytics to increase Chinese sales by 53% in only 4 months.
Final Thoughts
To be successful in China’s PC gaming market, you have to pay attention to things such as strategic localization, social media setup, influencer collaboration, community management, and data-driven optimization. This has been demonstrated by games like Crashlands 2 and X4: Foundations. These steps significantly boost sales and player engagement.