Level Up: How Gaming Brands Can Use Chinese/Asian Influencers for Global Reach

The global gaming market is expected to surpass £337.8 billion by 2025, and Asia’s influence in shaping that market is undeniable. Chinese and broader Asian gaming brands are not only leading in development but also rewriting the rules of global promotion — thanks to one game-changing strategy: influencer marketing.

From Dislyte's viral global presence to Genshin Impact’s cross-cultural KOL campaigns, Asian influencers have proven instrumental in scaling visibility and revenue overseas. But how exactly does this strategy work, and what can Western or global gaming brands learn?

Let’s explore how gaming brands can tap into the potential of Asian influencers in gaming to scale globally, backed by proven case studies, compelling stats, and a roadmap you can follow.

Why Asian Influencers Are Gaming’s Global Growth Hack

The gaming industry has become one of Asia’s most successful cultural exports. But what’s helping these titles break language, culture, and platform barriers? The answer lies in the emotional connection and cultural relatability that influencers — or Key Opinion Leaders (KOLs) — bring to the table.

The Rise of Chinese Games in Global Markets

China’s homegrown games are no longer just domestic hits. According to the 2024 China Game Industry Report, Chinese-developed marking a 13.4% increase from the previous year.

Success stories like:

• Genshin Impact, which surpassed $4 billion in revenue in just two years globally.

• Sword & Expedition (Lilith Games), reaching 28 million users and over 13 million views on influencer campaigns.

• MU Origin 2, whose YouTube influencer campaigns generated over 1 million exposures from just five videos.

These show that influencer partnerships aren't a marketing experiment — they’re a winning strategy.

Why KOLs Are Essential for Gaming Brand Expansion

Here’s what makes KOLs uniquely powerful in gaming:

• Hyper-engagement: Gaming influencers on platforms like Twitch, YouTube, and TikTok often have stronger fan connections than traditional ads can achieve.

• Cultural resonance: Local influencers help explain culturally rich games (like those embedded with Chinese mythology) in ways that global players understand.

• Content virality: Influencer-created videos, reviews, and tutorials can quickly reach millions — more organically than traditional media buys.

Winning Formulas – How Asian Games Use KOLs to Go Global

Let’s dive into how Asian gaming brands are executing these campaigns successfully — and what global brands can learn from them.

Here comes the good part — case studies that prove the model works.

1. Genshin Impact – From Liyue to London

Few games illustrate the power of influencer marketing like Genshin Impact. For its pre-launch campaign, MiHoYo partnered with influencers in Japan, Thailand, and the US, driving over 20 million pre-registrations, with 5 million from overseas.

Fast forward to its 2nd anniversary, and the brand doubled down on experiential marketing. With support from InfluenConnect™, MiHoYo orchestrated a massive live campaign in London, including:

• A giant inflatable Paimon floating along the River Thames, capturing the attention of thousands as it passed iconic landmarks like the London Eye and Tower Bridge.

• Fan meet-ups and brand activation zones featuring giveaways, merchandise stalls, cupcakes, and drink bars.

• Collaboration with cosplayers and macro influencers, encouraging fans to post with #PaimonJourney and #EndlessJourney — generating over 3.6 million impressions and 14,000+ footfall at the event.

What worked:

• Localised storytelling, from Asia to Europe

• Integration of Chinese cultural elements with regional fan engagement

• Long-term KOL partnerships and immersive event-based marketing

2. Dislyte – Music, Style, and Viral Influencers

Dislyte, by Lilith Games, leaned into its stylised visuals and music-forward identity by engaging short-form TikTok creators and music-based influencers.

Its campaign revolved around:

• Visually driven storytelling

• TikTok challenges and meme-friendly moments

• User-generated content that matched its neon-urban aesthetic

Result: Millions of downloads within weeks of launch and sustained buzz in Western markets.

3. MU Origin 2 – Micro-Influencer Power

MU Origin 2 demonstrated that scale isn’t everything. The game collaborated with three mid-tier YouTubers, launching five coordinated videos that collectively earned 1 million+ exposures and a marked spike in downloads.

Why it worked:

• Targeted audiences with a known affinity for RPGs

• Influencers had authentic engagement — viewers trusted their opinions

• Lower cost, high-return investment in niche creators

How to Build a Winning KOL Strategy with Asian Influencers

Whether you're a global studio entering Asia or an Asian brand going global, these are the principles you should follow.

Match Influencer Profiles to Target Market

Avoid random influencer selections. Use data and market research to:

• Understand local gaming culture

• Select KOLs with audience overlap

• Factor in content tone — humour, seriousness, or lore-focused

Example: Genshin Impact used anime YouTubers in Japan and cosplay influencers in the US — adapting to each market.

Blend Brand and Culture Thoughtfully

Games like Genshin Impact or Black Myth: Wukong do more than entertain — they celebrate Chinese philosophy, aesthetics, and mythology.

Tips:

• Make influencers cultural interpreters — help them explain cultural references

• Use localised metaphors or analogies in content

• Celebrate global holidays with regional traditions — e.g. Lunar New Year quests via influencers

Invest in Long-Term Relationships, Not One-Off Posts

KOL trust builds over time. Brands should:

• Offer multi-phase collaborations — beta testing, pre-launch teasers, in-game live streams

• Sponsor influencer-led competitions or community events

• Co-create content — like music videos, cosplay showcases, or lore explainers

Fun Fact: Genshin’s “Yunjin Opera Song” campaign not only reached millions but inspired non-Chinese fans to research Peking Opera.

Explore Platforms That Matter Regionally

Each region has its preferred platforms. Target wisely:

• YouTube, Twitch – Top for gameplay

• TikTok/Douyin – Great for short-form virality

• Bilibili – Key in China

• Facebook/Instagram – Vital in Southeast Asia and Latin America

Conclusion: Gaming’s Next Level is Cross-Cultural

Asian influencers are no longer just regional stars — they’re global growth drivers. As the gaming market becomes more interconnected, brands that embrace cultural depth, influencer trust, and localised storytelling will win across continents.

Ready to Take the Next Step?

At InfluenConnect™, we are paving the way for the next generation of influencers by breaking down language barriers, making it easier for you to collaborate globally.  InfluenConnect™ focuses on diversity, global reach, data-driven insights, and sustainability.  Contact us today to explore how we can help you expand your global presence!