Why Game KOLs Matter in China
Chinese gamers rely heavily on KOLs for reviews, tutorials, and entertainment. Unlike general influencers, game KOLs possess deep expertise in specific genres (e.g., MOBA, RPG, e-sports), making their endorsements highly credible. For example, a collaboration with a top-tier KOL can drive millions of downloads and massively boost in-game purchases.
Case: Honor of Kings partnered with popular KOL Zhang Daxian (张大仙), whose live streams attract over 20 million viewers. His tutorials and gameplay reviews led to a 30% surge in new user acquisitions within a month.
Key Criteria for Selecting Chinese game KOLs and Influencers:
Vertical Niche Alignment
Choose KOLs specializing in your game’s genre. A strategy game KOL promoting a casual puzzle game would lack authenticity.
Case study: Mobile RPG Genshin Impact collaborated with PDP (喷哒哒), a KOL known for RPG analysis. His detailed character guides generated 500K+ shares on Bilibili.
Audience Engagement
Prioritize KOLs with high comment-to-view ratios (e.g., >5%) over mere follower counts. Micro-KOLs (50K–200K followers) often have more loyal communities.
Case study: Indie game Limbus Company worked with micro-KOLs on Xiaohongshu, resulting in a 200% higher engagement than what was achieved with celebrity influencers.
Content Style Compatibility
Ensure the KOL’s content tone (e.g., humorous, technical) aligns with your brand. For hardcore e-sports games, choose KOLs like Uzi (famous for League of Legends), whose serious gameplay resonates with competitive players.
Platform Strength
- Douyin: Short videos for viral challenges.
- Bilibili: Long-form tutorials and reviews.
- Huya/Douyu: Live streams for real-time interaction.
Case study: PUBG Mobile launched a Douyin challenge with KOL Qiyi (七翼), leading to over 2 million user-generated videos.
Step-by-Step Selection Process
1. Data Tool Screening
Use platforms like NewRank.cn or Fanqie Data (番茄数据) to analyze KOLs’ historical performance, audience demographics, and fake follower rates.
2. Pilot Campaigns
Start with a small-scale collaboration (e.g., one video) to measure conversion rates.
Case study: Before its full launch, Among Us tested with mid-tier KOLs on Bilibili, achieving an impressive 15% click-through rate to download pages.
3. Long-term Partnerships
Build ongoing relationships with KOLs to create serialized content.
Case study: NetEase’s Identity V regularly features KOL GrumpyCat (暴躁猫) in seasonal events that have managed to sustain player engagement for over 2+ years.
Avoiding Common Pitfalls
Fake Traffic
Verify KOLs through third-party tools like TooBigData (吐司数据) to avoid inflated metrics.
Over-Commercialization
Balance promotional content with organic gameplay. KOLs who overuse hard-selling tactics lose trust.
Case Study: A hyper-casual game’s sales-driven campaign with KOL Mr. Bai saw a 40% drop in engagement after 3 posts.
Conclusion: Data-Driven + Authenticity
The right game KOL combines niche expertise, genuine audience connection, and platform-specific content. Always prioritize quality over quantity, and leverage data tools to validate choices for KOL marketing in China.
Case study: MiHoYo’s Genshin Impact consistently tops download charts by partnering with KOLs who are genuine fans, like Chongzi (虫叔), whose exploration guides mirror players’ curiosity.
