Douyin Short Videos Reshape Game Marketing Strategy in China
In the fast-paced world of gaming, revolutions do not always begin with a new console, a cutting-edge graphics engine, or even a viral hit game.
Sometimes, they start with a shift in how people consume and engage with adjacent content. In the case of China, a leading short-video and entertainment app called Douyin is driving this category shift, significantly impacting mobile, console, and PC game marketing strategies in China.
To grasp the scale of the shift in China, we first need to acknowledge the importance of “discovery” to a game’s long-term success. Ultimately, the difference between a game that fades into obscurity and one that becomes a cultural phenomenon almost always comes down to a single question—how will players find it?
For years, traditional game marketing in China followed familiar patterns: big-budget advertisements, strategic partnerships with distribution platforms, and reliance on reaching out to hardcore gaming communities. Today, though, the landscape has shifted and Douyin, with 400 million active gamers, now dominates short video marketing for mobile, console, and PC games in China.
The 72% rule
Seventy-two percent. This is the percentage of Chinese PC and console gamers who say they discover new games through short-form video content. That data point is not only impressive, it’s also having a transformative impact on the entire gaming industry.
To put this data point into perspective, think about the last time you searched for a new game. Maybe you read a review, watched a trailer, or heard a friend’s recommendation. Now imagine if nearly three-quarters of players skipped all of that and instead made their decision based on one or more 30-second or less video clips.
This is the reality of gaming in China. Short video marketing for games has overtaken all other discovery channels. The reason? It’s frictionless. A well-crafted short video delivers the core appeal of a game—its art style, mechanics, and social experience—in the time it takes to check a text message.
As a result, players aren’t just watching; they are being pulled into an ecosystem where games are no longer marketed as much as they are shared and experienced in real-time.
Why Douyin? The perfect platform for gaming marketing
At first glance, Douyin may look like another social platform, but its power lies in transforming passive content consumption into a highly tailored, interactive experience.
Unlike traditional advertising, where brands fight for visibility, Douyin’s content machine curates a personalized feed based on user interests and behaviors. If a player watches one video about an upcoming MMORPG, they’ll soon be served a steady stream of related content—gameplay clips, tutorial videos, developer updates, and livestreams.
The result? Social media promotion for online games has become less about pushing ads and more about cultivating organic discovery.
Discovery is sticky too. Unlike a billboard or a pop-up ad that disappears in seconds, Douyin creates a self-sustaining loop:
Gamer sees an exciting or captivating game clip.
The content recommendation algorithm registers their interest and feeds them more similar content.
The gamer begins following creators or publishers who post regular game updates and related content.
Eventually, the gamer feels a strong enough connection to then download and play for themselves.
The rise of livestreaming: From passive watching to active engagement
While short videos are usually the start of the user journey, they are only one part of the marketing funnel. The other pillar of this transformation is livestreaming for game marketing.
A well-produced game trailer can be mesmerizing, but a livestream does something different. It makes the game real. Watching a popular streamer navigate a game in real-time offers authenticity that no cinematic trailer can match. There are no polished edits, no scripted moments, just raw gameplay and immediate feedback.
Moreover, livestreaming in China isn’t just entertainment, it’s a powerful marketing engine. The numbers tell the story. Games that launch with strong livestreaming campaigns on Douyin tend to see significantly higher engagement, faster adoption rates, and stronger community loyalty. Why? Because livestreaming combines two key elements that drive game adoption.
1. Social validation: Players trust other players more than they trust game producers and companies. Seeing a well-known streamer enjoy a game provides a level of credibility that traditional advertising simply cannot replicate.
2. Real-time interaction: Viewers can ask questions, get tips, and even play alongside their favorite streamers, deepening their connection to the game before they’ve even installed it.
For game developers, the takeaway is clear: livestreaming for game marketing isn’t optional—it’s essential. The smartest game developers aren’t just paying influencers to play their games, they’re building long-term partnerships with content creators who act as ambassadors, keeping games relevant long after launch.
The viral power of gaming communities
Historically, PC game marketing strategies in China have focused on large-scale advertising and distribution deals. But today, the most successful campaigns rely on something more powerful—community engagement.
Consider this: Some of the most popular games on Douyin have thousands—or sometimes tens of thousands—of fan-run accounts, each contributing to the game’s ecosystem. These accounts create everything from gameplay highlights to cosplay videos to deep-dive tutorials. As these accounts grow their own followings, they amplify the game’s reach exponentially.
This decentralized approach to social media promotion for online games is what makes Douyin unique. The platform isn’t just a marketing tool, it’s a place to experience and discuss trending games.
The next chapter in China’s gaming market
China’s gaming industry is evolving at an unprecedented pace. While mobile games still dominate in terms of market share, PC and console gaming are experiencing a renaissance, fueled by a shift toward premium, high-quality experiences. What’s more, this resurgence isn’t happening in isolation—it’s being amplified by the changing nature of content consumption.
Short videos, for example, have become the primary channel for game discovery, while livestreaming has become the new word-of-mouth marketing, and community-driven content has turned passive players into active promoters.
For game developers looking to break into China’s gaming market, it’s clear that traditional marketing tactics alone won’t cut it. Success depends on a game’s ability to embed itself within social ecosystems like Douyin and its ability to go viral.
To learn more about Chinese gaming market trends and how to promote your game in China on Douyin, contact us now to speak with our game marketing team.
