Background
As the supernatural urban open-world RPG NTE (Neverness to Everness) launched its overseas open beta, the project focused on covering major global gaming markets, including North America and Europe. Centering on the core content of the open beta, STARROAD deeply integrated top-tier and vertical overseas content creator resources to construct a multi-platform, cross-domain integrated marketing strategy. The goal was to rapidly elevate the game's overseas brand noise during the golden open beta window, ignite community discussions, and continuously attract potential players.
Challenges
- Targeted Cross-Circle Breakthrough in Core Overseas Markets: Acceptance of ACG and urban supernatural themes varies among North American and European players. Highly localized, high-quality content expressions were required to lower cultural barriers.
- Volume Explosion in the Golden Open Beta Window: How to efficiently coordinate schedules for dozens of creators across multiple platforms and verticals during the open beta phase to build a multi-point, long-wave coverage hit matrix?
STARROAD Solutions
Leveraging its global creator network, STARROAD customized a multi-dimensional creator matrix co-creation strategy for the open beta of NTE:
Full-Domain Coverage Across Platforms and Creator Types
Selected top channels across 5 major overseas social platforms (including YouTube and TikTok), matrixing collaborations with ACG gaming vertical bloggers, general gaming influencers, renowned illustrators, and popular VTubers.
Bespoke Viral Content
Deeply collaborated with top US ACG gaming creator Doro44 to produce a fully customized video, achieving 380K+ pure organic views and sparking enthusiastic player discussions in the comment section regarding the game's world-building and character design.
Results
- Deep Penetration in Core Overseas Markets: Partnered with 30+ premium overseas creators during the open beta period, successfully sparking player attention and topic discussions in core markets such as North America and Europe.
- 100M+ Noise Explosion & Long-Term Conversion: Co-created content across 5 mainstream platforms successfully converted online views into high-frequency community discussions about the world-building and character settings, efficiently helping NTE achieve a breakthrough from brand awareness to potential player conversion.
