A Quick Summary
Live streaming platforms like Huya (虎牙) and Douyu (斗鱼) are critical channels for game promotion in China. Making use of top gaming influencers (KOLs) in China, interactive campaigns, and platform-specific features can significantly boost wishlists and pre-launch hype.
Why Huya & Douyu Matter for Game Wishlists
Massive Gamer Audience: Huya and Douyu collectively host over 300 million monthly active users, primarily avid gamers aged 18-35.
Trust in Streamers: Chinese gamers rely on streamers for honest reviews. A recommendation from a top KOL often directly translates to Wishlist additions.
Integrated E-Commerce Features: Platforms allow direct links to game stores (e.g., Steam, Epic Games), enabling one-click wishlisting during streams.
Strategies to Boost Wishlists
1. Collaborate with Top-Tier Gaming KOLs
Case Study: The RPG game Genshin Impact (原神) partnered with Douyu’s top streamer PDD (刘谋) for a live gameplay session. During the stream, viewers received exclusive codes for in-game items upon adding the game to their wishlists. This campaign drove over 200,000 wishlists in only 3 days.
Tip: Choose KOLs whose audience aligns with your game genre (e.g., MOBA streamers for competitive games).
2. Host Interactive Live Stream Events
Case Study: On Huya, the shooter game Cyberpunk 2077 hosted a "Wishlist Challenge" where streamers competed to achieve the highest Wishlist conversions. Viewers who added the game could join a raffle for limited-edition merchandise.
Tip: Use platform tools like real-time polls and reward pop-ups to incentivize actions.
3. Make Use of Platform-Specific Tools
Douyu’s "Game Center": Developers can create official pages with direct Wishlist links, coupled with KOL live streams for maximum exposure.
Huya’s "Gift Redemption": Viewers can redeem virtual gifts for Wishlist actions, e.g., "Add to Wishlist to unlock an exclusive streamer emote."
4. Cross-Platform Promotion with KOCs
Case Study: The indie game Dyson Sphere Program (戴森球计划) collaborated with micro-KOLs on Douyu and Bilibili to create tutorial videos. These videos instructed viewers on how to Wishlist the game, resulting in a 50% increase in pre-launch conversions.
Tip: Combine high-reach KOLs with niche micro-KOLs for broader coverage.
Key Considerations
To increase the number of Steam wishlists in China:
Avoid Pure Sales Pitches: Chinese gamers value authentic content. Streamers should provide genuine gameplay experiences rather than forced promotions.
Timing with Major Events: Schedule streams during platform festivals (e.g., Douyu’s "Game Carnival") for maximum visibility.
Track Data with Platform APIs: Use Huya/Douyu’s open APIs to monitor Wishlist conversions in real-time and optimize campaigns.
Final Words
To boost wishlists in China, game developers must tap into the ecosystem of live streaming platforms where trust is king. By partnering with the right KOLs, designing interactive events, and using the right platform tools, brands can drive significant pre-launch engagement.