Background
To support the overseas version launch milestone of an Anime game, STARROAD leveraged deep collaborations with overseas creators to target core Japanese gamers and broad anime/gaming audiences around new version characters, storylines, and core gameplay mechanics. The objective was to rapidly amplify content exposure, boost community discussion, and sustain long-term player interest in future updates.
Challenges
- Deep Penetration in the Japanese ACG Market: Japanese ACG audiences have exceptionally high aesthetic standards. How to break away from conventional promotional approaches and use localized, entertaining UGC and secondary creations to achieve cross-circle breakthroughs?
- High-Frequency Asset Explosion at Launch Nodes: How to efficiently coordinate diverse creators to produce high-quality assets during the golden window of the version launch, building a multi-point, matrixed promotional momentum?
STARROAD Solutions
Relying on its proprietary overseas MCN network and global creator resources, STARROAD customized a multi-format co-creation and matrix propagation strategy for the game:
Full Coverage of Diverse Creator Ecosystems
Strategically engaged game commentators, streamers, MMD 3D animators, and fan-art illustrators to multi-dimensionally penetrate core Japanese gamers and broader ACG communities.
Deep Collaboration with Top Creators & High-Frequency Co-Creation
Partnered with top local creators for deep content co-creation, continuously generating highly shareable promotional assets focused on new character lore, main story arcs, and core combat mechanics.
Results
- 10M+ Exposure & Massive Asset Accumulation: Accurately collaborated with 20+ top-tier Japanese creators in a single version milestone, producing over 100 high-quality promotional assets and achieving 10M+ pure organic impressions across platforms.
- Sustained Community Discussion & Player Retention: Fueled vibrant community discussions among Japanese players regarding new characters and storylines through diverse secondary creations and live stream interactions, effectively solidifying the game's long-term brand influence in the Japanese market.
