Jundroo: Fueling Community-Driven Growth Through Player Creativity

The Challenge & Solution

The Challenge

For a sandbox building game like SimplePlanes 2, community is everything. The studio needed to build a robust, engaged following in China ahead of their April 2026 launch. However, marketing a game based entirely on creative tools requires showing, not just telling, what is possible.

Our Collaborative Strategy

We realized early on that Chinese players interact with sandbox tools differently due to distinct pop-culture influences.

• Embracing Local Playstyles: While the game is nominally about building planes, the Chinese community was using the engine to construct elaborate mechs, racing cars, and missiles. Rather than forcing them to play "correctly," we leaned into this cultural quirk.
• Player Highlight Campaigns: We established an official channel on Bilibili and implemented a weekly "Player Highlights" series. We actively gathered B-roll and gameplay clips from the community, editing them into high-energy showcases of their wildest creations.


Impact & Results

• By actively championing user-generated content, we successfully grew Jundroo's official Bilibili channel to over 13,000 highly engaged followers well before the game's release.
• The community effectively became the game's primary growth engine; highlighting their unique creations naturally attracted more players eager to test the limits of the building mechanics.

Why It Worked

Localization isn't just about language; it's about understanding and validating how a specific culture interacts with your product. By recognizing the local preference for mech-building and giving those players a prominent official platform, we built deep trust and turned early adopters into passionate advocates.

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