Background
In August 2025, Beyond the Mountains, an Oriental ancient myth open-world SOC masterpiece under Qingpao Network, debuted at Gamescom in Germany, completing its first global offline brand and product appearance. As a key title integrating deep Chinese mythology with high-freedom exploration, the project was dedicated to exporting brand culture to global gamers and achieving a 0-to-1 market breakthrough overseas.
Challenges
- Cultural Bridge & Expression: How to translate the deep "Oriental ancient myth" visual style and tone into an accessible, resonant language for global players at a mainstream Western gaming expo?
- Debut Impact & Conversion: As a brand-new IP facing overseas gamers and top-tier global media for the first time, how to stand out among thousands of exhibiting projects to achieve high demo conversion and an explosion in overseas Steam Wishlists?
STARROAD Solutions
STARROAD fully participated to provide end-to-end execution support for the international debut of Beyond the Mountains:
Visual Immersion: Chinese Natural Style Booth Design
Deeply extracted the core "Oriental nature" tone of the game to customize a Chinese natural style real-scene booth, achieving a seamless fusion of spatial aesthetics and core game concepts while accurately delivering brand culture.
Experience Upgrade: High-Engagement Demos & Freebie Operations
Optimized on-site demo flows and interactions, and customized exclusive postcard freebies to narrow the distance with global players, boosting the immersion and goodwill of offline engagement.
Media Synergy: Global PR & Media Propagation
Coordinated domestic mainstream/vertical gaming media with top overseas media outlets, linking online buzz with the offline booth to efficiently trigger Steam Wishlist growth and community discussion.
Results
- Huge Booth Popularity: Gamescom attracted a total of 300,000 visitors, with the dedicated Beyond the Mountains booth hosting over 50,000 players. Long queues formed on-site, with peak waiting times exceeding 2 hours per person.
- Top-Tier Global Endorsement: Received deep coverage and an official recommendation from IGN, a top-tier global media outlet, successfully trending on overseas gaming charts.
- Massive Brand Exposure: Media coverage spanned major domestic vertical gaming outlets including Tencent, Sohu, Gamersky, and 3DM, driving a surge in overseas Steam Wishlists and ultimately reaching over 980 million total impressions worldwide.
