In 2026, the question “how are games marketed?” can no longer be answered without discussing China and the wider Asian market. Once seen as separate ecosystems, Asian platforms now influence global marketing trends from trailer styles to release pacing to short-form content formats.
Game marketing used to follow a predictable sequence: announce → advertise → release. Today, it functions as a dynamic, multi-platform ecosystem. A trailer can trend on Bilibili before reaching YouTube. A 10-second Douyin clip can propel an indie title up Steam’s charts. A well-managed WeChat group can outperform traditional ads in generating long-term loyalty.
To understand modern video game promotion today, you must look east.
Global Game Marketing: What It Means Today
Modern global game marketing blends several interconnected pillars:
- Cross-platform storytelling that builds a world beyond the game
- Community engagement far before release
- International digital strategies tailored per region
- Data-driven targeting across paid and organic channels
- Influencers and UGC ecosystems that drive discovery and trust
For developers wondering “How are games marketed effectively today?”, the answer has shifted toward ongoing interaction rather than one-off announcements. Successful studios communicate continuously, building presence on the platforms where players already spend their time. Learn more about our approach on Asia Game Buzz Insights.
How Modern Game Marketing Works in China’s Orbit
China has become one of the most influential hubs in global marketing. Chinese players rarely discover games through Steam alone; instead, visibility spreads through a network of social platforms:
- Bilibili – deep-dive gameplay, commentary, reviews
- Douyin – viral short-form teasers and memes
- TapTap – curated reviews, community votes, pre-registration
- WeChat/QQ – tight-knit groups and rapid word-of-mouth
A typical discovery path looks like this:
- A player sees a funny gameplay moment or creator review on Bilibili
- They discuss it in a WeChat or QQ group
- They wishlist or purchase on Steam Global
Marketing in Asia is not translation; it is circulation content must move organically through the platforms players trust.
When Global Marketing Meets Chinese Creativity
The boundaries between global and regional marketing are blurring. Western teams now actively study how Chinese studios orchestrate multi-platform storytelling, merging emotional cinematics with localized humor, fan events, and strong community rhythms.
HoYoverse’s campaigns extended far beyond traditional advertising. They featured:
- Anime-inspired cinematic trailers
- Local fan events across Asia, Europe, and the U.S.
- Influencer collaborations
- Serial social storytelling tied to each update
Every region experienced a customized version of the same global narrative. The result wasn’t just visibility it was cultural relevance across markets. Learn more in our Top 10 China Gaming Trends 2025.
Video Game Promotion Strategies That Work
Across markets, three universal principles define effective video game promotion strategies:
- Clarity in positioning – Players must instantly understand what the game offers and who it is for.
- Consistency in communication – Steady devlogs, community updates, and transparent roadmaps build trust.
- Creativity in distribution – Marketing succeeds when content is approachable, remixable, and shareable.
Key formats that perform strongly in China and Asia:
- Douyin micro-teasers
- Bilibili dev diaries & behind-the-scenes content
- Interactive community events
- Steam updates aligned with regional holidays (e.g., Lunar New Year boosts engagement and wishlists)
Game Advertising Campaigns with Local Flavor
Paid advertising still matters, but in China, success depends on precision over volume.
Strong game advertising campaigns use:
- KOL activations with trusted creators (KOL strategies)
- Targeted in-app ads matched to player interests
- Localized humor and cultural references
- Data-driven segmentation by genre or playstyle
Chinese players are quick to identify inauthentic messaging. Campaigns with humor, memes, or real gameplay consistently outperform cinematic-only ads.
Trailers, Teasers, and the Power of Anticipation
In China, trailers serve not just as previews they’re cultural invitations.
A good trailer communicates emotion and visual identity instantly. A great one earns commentary videos, fan edits, and reposts within hours. Cinematic trailers grab initial attention, but teasers and gameplay snippets on short video platforms sustain it. Developers who treat their trailers as living, serialized content keep players involved throughout the cycle.
Influencer Campaigns: China’s Creator Ecosystem
Influencers in China act less like advertisers and more like curators. Their role is to help audiences filter noise and highlight games worth trying.
Successful influencer campaigns for games in China require:
- Multiple mid-sized KOLs rather than one mega-influencer
- Chinese-language scripting and cultural alignment
- A balance of humor, authenticity, and gameplay focus
- Region-specific creative angles
This approach drives stronger trust and conversion than traditional influencer marketing in the West.
Marketing Games for the Chinese Market
To market effectively to the Chinese gaming audience, developers must understand:
- Cultural nuances in humor, pacing, and storytelling
- Platform norms across Bilibili, Douyin, and TapTap
- Expectations for transparency and consistent updates
- Group-driven discovery via WeChat/QQ
A Western campaign cannot simply be translated it must be reimagined for local behavior. Asia Game Buzz helps bridge this gap (How We Work, Our Partners, What We Do, Who We Are).
The Future of Game Marketing — Seen from China
China’s marketing culture has already shaped global norms from short-form storytelling to influencer micro-networks and UGC-led engagement.
Expect future trends such as:
- AI-enhanced localization adjusting tone per region
- Cross-platform story arcs followed across multiple social channels
- Co-created content cycles where players help build ongoing narratives
- Long-term community ecosystems that extend far beyond launch
Game marketing is shifting from control to collaboration from broadcasting to participating. Learn more in our Asia Game Buzz PDF Guide.
Final Thoughts: How Are Games Marketed Today?
Games are marketed today through emotion, community, cultural fluency, and creator ecosystems. The most successful campaigns speak with players, not at them across languages, platforms, and time zones.
For developers expanding eastward, understanding how Chinese players discover, share, and engage with games is essential. Modern game marketing in China is no longer just promotion. It is participation and in China, participation is everything.