Overview
Introduction
NIWO is a performance-based creator marketplace for games in China. You set a budget and a rate per 1,000 views; creators on 抖音, B站 and 小红书 pick the campaigns they want and make content in their own style. You pay for the views that actually land, not for a promise to post.
Why this is different from an influencer deal
A traditional sponsorship means choosing creators one by one, negotiating a flat fee, approving a script, reviewing a cut, and paying the same amount whether the video reaches ten thousand people or a million.
NIWO splits those responsibilities differently. You supply the opportunity, the rules and the materials. Creators decide how to turn your game into something their audience will actually watch. There is no per-video approval queue — as long as a video follows your campaign guidelines, the creator is free to make it their way, and what they earn is tied to how it performs.
The trade-off is real in both directions. You give up creative control over individual videos. In exchange you stop paying a fixed fee to creators whose content underperforms, and you stop spending your team's week on revision rounds.
How a campaign runs
- You build the campaignPick the game, set your budget and reward rate, write your guidelines, and upload clips or keys creators will need.
- Creators discover itVetted creators browse open campaigns and join the ones that suit their channel. Joining signals interest — it is not a commitment to post.
- They make and publish contentIn their own style, to their own accounts, following your guidelines.
- They submit the linkNIWO tracks the post and counts qualifying views across 抖音, B站 and 小红书.
- Rewards come out of your budget as views landAt the rate you set, capped per creator, until the budget is spent or the campaign ends.
- You watch it from the dashboardSpend, views, effective CPM, creators and individual submissions, live.
When to run one
You do not need a finished game. Campaigns fit most beats where there is something worth showing:
- Announcements and wishlist pushes
- Playtests, demos and beta builds
- Release dates, Early Access and full launch
- Major updates, DLC and seasonal content
- Sales and discount windows
The practical bar is whether a creator can make something watchable from what exists today. If there is a store page and a build worth filming, that is usually enough.