Marketing oversight
Your publisher runs the campaign. We make sure it is the one they promised.
Chinese players discover games on Bilibili, Douyin, TapTap and WeChat, through creators and communities most Western studios never see. Your co-publisher runs those channels. EightSix reviews the plan, checks the spend and keeps final say with you.
The platforms
Built for Bilibili, Douyin, TapTap and WeChat
None of them work like the platforms you already market on. A campaign plan that treats them as Chinese YouTube and Chinese Twitter is the first thing we send back.
Long-form video
Bilibili
Where Chinese PC gaming culture lives. Launch videos, creator playthroughs and the comment threads that decide whether a Western game is taken seriously. The first platform any campaign plan has to be credible on.
Short video
Douyin
Mass reach in fifteen seconds. A trailer cut for Douyin looks nothing like your Steam trailer, and the plan should say who is cutting it.
Discovery and reviews
TapTap
The store-agnostic community Chinese players trust for ratings and pre-registration. A strong TapTap page does for a Western game in China what a strong Steam page does everywhere else.
Community
WeChat and Weibo
Official accounts, player groups and the conversation that keeps a game alive after launch. Retention is won here, so the plan needs to run well past the launch window.
What oversight means
Four points that decide a campaign, and what we do at each
- Point 1
Campaign plan review
Before launch, the publisher’s plan is reviewed channel by channel: which creators, what spend in which phase, and whether it matches the marketing commitment written into the contract. Where a phase is underspecified, we ask for the detail before you sign.
EightSixReviews the plan against the contractYouSee the plan before it runs - Point 2
Creative approval
Localised key art, trailer cuts and store copy come to you before they go live. Your game is represented the way you would represent it, in a market where a tone-deaf edit gets noticed fast.
EightSixContent direction and cultural reviewYouKeep final say on every asset - Point 3
Spend and delivery tracking
What was committed against what was deployed, monthly, with the evidence. You see the marketing spend as it happens, not at the end of the year.
EightSixTracks commitments and asks for proofYouRead the monthly summary - Point 4
Escalation
When a commitment slips, it is raised with the publisher, documented and tied to the remedies in the contract. Most slips are fixed at the first conversation. The ones that are not have a paper trail.
EightSixRaises it and follows it throughYouApprove any change of course
Before you ask
The questions studios ask about marketing
Does EightSix run the campaigns?
No. Your Chinese co-publisher runs and funds the marketing, because they have the platform accounts, the creator relationships and the language. We make sure what they promised is what they deliver, and that you see it before it goes live.
What if the publisher’s marketing plan is thin?
We push back before you sign, not after. A marketing spend commitment goes into the contract with a phase-by-phase plan behind it, so a thin plan is a breach rather than a disappointment.
Can we bring our own creator relationships?
Yes, and it usually helps. Any Chinese creators who already cover your game go into the plan, and we make sure the publisher builds on that rather than starting from zero.
The next step
Find out what your game is worth in China
A free assessment of your game's existing China demand: reviews, wishlists and comparable titles, summarised in plain English. No pitch, no obligation, and you keep your IP either way.