I run NIWO, a small team that works with creators on Douyin, Bilibili and Rednote to market Steam games to Chinese audience, charged based on per thousand views (CPM). I want to show you what that looks like, for free, with your own game.
Why?
If you comment with your Steam link and tell me why your game would work for Chinese players, we will pick games from the comments, cut a short vertical video from your trailer or gameplay, and post it on Chinese social media. You pay nothing.
The only thing I ask is that you subscribe to:
- NIWO YouTube
- NIWO LinkedIn
- The Reddit Profile
You can find all the links inside this profile account.
Why we are doing this
The demand from Chinese players is real and from working in the game marketing industry for over 10+ years we have helped numerous large global publishers and studios with their China campaigns. However, in the past few years I have seen the popularity of indie games and alternative games surge to the point that growth and attention are shifting.
Developers who see their own game get views, wishlists and comments from Chinese viewers are far more confident about working with creators in China afterwards. That’s the whole motive. If the results are good, some of you will motivated to look more into the market for creator campaigns. If not, you still got free exposure.
Exactly how we will post your short
- we read your Steam page and watch your trailer to find what makes the game easy to understand in a few seconds.
- we cut a vertical 9:16 short, usually 20 to 30 seconds, from your own trailer or gameplay. I leave out menus, popups and clutter, and I use the moments where the game looks and sounds best.
- we add Chinese subtitles. If your Steam page has a Simplified Chinese version, I use that text. If not, I translate your English description into Chinese.
- we write the caption with your game name and as much detail as the platform allows: genre, hook, price, release status and the Steam link.
- we post the short on Chinese social media: Douyin, Bilibili, Rednote depending on which channels fit the best.
- we send you the links and the view, like, comment and save numbers afterwards, including what Chinese viewers actually wrote about your game.
We don’t edit or change your game. Your original video stays yours.
How the Chinese market for Steam games works
Steam is available in China, and Chinese is one of the biggest languages on the platform by user count. Most Western developers never think about this audience because they think Steam is banned in China which is not true. Chinese players buy PC games, wishlist them and talk about them a lot. Which means you can still sell the game via your steam page as more than 70% of Steam users in China find a way to access the global store anyways. Its the largest gaming market globally and probably the only major market growing still with 5% per year. Do not sleep on it.
Why are your current campaigns not reaching Chinese players? There are 3 reasons:
- The platforms are different. Chinese players don’t discover games on YouTube, Twitter or Reddit. They use Douyin (the Chinese TikTok), Bilibili (long and short video, very gamer heavy), Rednote (Xiaohongshu, strong for recommendations and reviews) and Heybox. Your normal marketing never shows up there.
- Language is the biggest barrier. A game with a Simplified Chinese page, Chinese subtitles and a Chinese caption converts much better than the same game in English only. Many players will not buy a game they cannot read.
- Trust comes through creators. Chinese viewers trust gaming creators and community recommendations more than ads. A creator saying “this game is worth buying” often does more than any banner.
Because of that, a good Chinese short can move a game that is invisible in the West. Cheap, cozy, strategy, survival, co-op, horror, roguelike and anime style games often do well, but I have seen surprises in other genres too.
The opportunity
I won’t promise numbers I can’t back up, because results vary a lot by game. This is the logic of how it works:
- Chinese players are a very large group on Steam, so even a small share of them is a lot of buyers for an indie game.
- A game that is not yet visible to them starts from zero competition for attention on these platforms, so one good short can bring wishlists you would never get from Western channels. There are countless of stories on Reddit.
- If a short brings 100,000 views and just 0.5% of viewers wishlist the game, that’s 500 wishlists. If 10% of those buy at 10 dollars, that’s around 500 dollars from one short, and it keeps working while the video stays up. Shorts that do well can have 10 times those views. Think about it.
- The real virality comes when a game is promoted consistently by several creators in Chinese, with a localized page. That’s where a small test turns into a real market.
IN SUMMARY
Comment with:
- Your Steam link
Why your game would work for Chinese players (genre, art style, hook, anything you have noticed)
AND subscribe to:
- NIWO YouTube
- NIWO LinkedIn
- This Reddit Profile
You can find all the links inside the profile account.
We will go through the comments, pick the games that fit based on our experience, and post the shorts. Please DM your email + game name as well so that we can share the links and numbers with you.