Blog
niwo Blog
Reaching Chinese players through creators
Guides to the platforms, honest comparisons of how campaigns are priced, and notes on what we are building. Written for studios bringing a game to China.
Rednote as a Free Marketing and Sales Platform for Steam Indie Games
A live case study on LinkedIn: we published a trailer for the indie horror game Saraab: Beyond The Veil on Rednote and broke down the first 24 hours, including who watched, where the traffic came from and what to fix in the content.
Marketing a game in China
Start with the overview, then go deep on each platform.
Campaign costs and payouts
What campaigns cost, how the pricing models compare and how creators get paid.
Running a creator campaign
Guidelines, assets, and how to run campaigns in the West and in China.
niwo product news
What we have shipped, and what studios and creators are doing with it.
Product update
Introducing the niwo Affiliate Program: Earn by Sharing niwo
niwo now has an affiliate program. Creators earn points for inviting creators, and approved partners earn by introducing studios or linking to niwo.
Product update
New: Case Studies, Starting with Enginefall's 1.7M Views in China
niwo now publishes case studies from real campaigns. The first covers Enginefall: 1.7M+ views across Douyin, Bilibili and Rednote, and 100K+ Steam wishlists.
Guide
Douyin Game Promotion: A Practical Guide for Game Studios
How game studios promote a game on Douyin: how the feed works, what makes a clip travel, why creators beat brand accounts, and how to run a campaign.
Guide
Advertising a Game on Bilibili: How Studios Reach Core Gamers
How to advertise a game on Bilibili: what makes the platform different, the formats that work for games, how creators build trust, and how to run a campaign.
Guide
Rednote Game Marketing: A Guide for Game Studios
How game studios market on Rednote (小红书): how search driven discovery works, what kind of posts perform, which games fit, and how to run a creator campaign.
Guide
How Much Does Game Influencer Marketing in China Cost?
What a game influencer campaign in China really costs: the budget parts, how flat fee, agency and pay per view pricing compare, and a worked example.
Guide
How Creator Payouts Work on niwo: From Your Budget to RMB
How money moves on a niwo campaign: what you are invoiced, how views become payouts, the caps that protect your budget, and how creators are paid in RMB.
Product update
Product Update: Autosave, Edit Approvals and Studio Support Tickets
What shipped on niwo: campaign autosave, approvals for edits to live campaigns, studio support tickets, creator asset links and English CSV exports.
Comparison
Performance Based Campaigns and Flat Fee Sponsorships: Choosing a Model
An even handed comparison of performance based creator campaigns and flat fee sponsorships for game marketing, and where each model is the better choice.
Guide
What Creator Campaigns Cost: Understanding CPM for Game Marketing in China
How to think about cost per thousand views for game creator campaigns in China: what effective CPM includes, why flat fees hide it, and how to set a rate.
Comparison
Douyin, Bilibili and Rednote: Which Platform Fits Your Game?
Douyin, Bilibili and Rednote compared for game marketing: formats, audiences, what each platform rewards, and how to decide where your game belongs.
Guide
How to Market a Game in China: A Practical Guide for Western Studios
A practical guide to marketing a game in China: which platforms matter, how creator content drives wishlists, and what Western studios get wrong first.
Comparison
Covering the West and China: Running Creator Campaigns in Both
How a global creator strategy splits: which platforms cover which markets, what carries over, what does not, and how to budget across both.
Comparison
Creator Marketing Platforms for Games: Lurkit, creators.gg, Jestr and niwo
An honest comparison of four creator marketing platforms for games: what Lurkit, creators.gg, Jestr and niwo do, where they cover, and how to choose.
Guide
Preparing a Game for a Creator Campaign: Assets, Keys and Store Links
What to have ready before launching a creator campaign: footage, keys, store links and the small details that decide whether creators pick your campaign up.
Product update
Product Update: Creator Verification, Announcements and Direct Messages
What shipped on niwo: verified creator badges, studio announcements, a direct line from creators to studios, and screenshot proof on submissions.
Guide
How to Write Campaign Guidelines Creators Will Actually Follow
Campaign guidelines that get followed are short, specific and mostly about what must not happen. A practical structure for game studios briefing creators.