New: Case Studies, Starting with Enginefall's 1.7M Views in China
Studios keep asking the same question before they start: what does a creator campaign in China actually produce? The new Case Studies page answers it with real campaigns, real numbers and the videos themselves.
The Case Studies page collects results from campaigns run on NIWO. Each study covers the objective, the strategy, the numbers and the content the creators made, laid out so you can judge for yourself whether a similar approach would suit your game.
The first study: Enginefall
Enginefall, known in China as 夺轨战, is a session based survival game from Red Rover Interactive. Ahead of its June playtest and Steam Next Fest, the studio wanted Chinese players to know the game existed, try the playtest and wishlist it.
| Result | Figure |
|---|---|
| Views across Douyin, Bilibili and Rednote | 1.7M+ (verified plus estimated) |
| Steam wishlists | 100K+, plus 21,000 more on Heybox |
| Chinese playtesters signed up | 50K+ |
| Creator posts | 59, with 36 on Bilibili and 23 on Douyin and Rednote |
What worked
The campaign did not bet on one or two big names. It spread across many midsize creators on all three platforms, each posting in their own voice. Bilibili carried long form showcases and analysis for core PC players, Douyin carried short cuts of the train raids, and Rednote carried playtest and demo notes.
The top single video passed 276K views, and the studio's own letter to Chinese players became the best liked video of the month. Skeptical titles still converted into large audiences without turning sentiment negative, which is a useful lesson for studios nervous about letting creators be honest.
Verified and estimated numbers, labelled
Case studies say which figures are verified and which are estimated. In Enginefall, the 1.27M Bilibili views are verified, while the Douyin and Rednote views are estimated ranges worked out from likes.
Another live case study
Alongside the page, we published a live breakdown of how an indie game performed on Rednote in its first 24 hours, written up on LinkedIn. Read it on LinkedIn for the audience and traffic analysis and what we would change in the content.
Want your game to be the next case study? Book a demo and tell us what you are launching.
Run a campaign in China
Set a budget and a rate per thousand views. Creators on Douyin, Bilibili and Rednote make the content. You pay for the views that land.
Keep reading
Product update
Introducing the NIWO Affiliate Program: Earn by Sharing NIWO
NIWO now has an affiliate program. Creators earn points for inviting other creators, and anyone approved can earn by introducing studios or linking to NIWO from their own site.
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.