Bilibili Game Marketing Guide for Western AA Studios

If you are running a PC game launch and you are not on Bilibili, you are invisible to the largest dedicated gaming audience in China. Bilibili is not "Chinese YouTube." It is a culture-first video platform with 300M+ monthly active users.

It has a creator ecosystem where gameplay reviews, impressions, and analysis videos frequently translate into measurable wishlist growth on Steam and Chinese community platforms.This guide is built for Western AA studios.

It covers how Bilibili actually works, how to set up and operate a presence, how to select and manage creators, and how to measure results in terms that matter — wishlists, conversions, and community growth. 

Bilibili (哔哩哔哩, also known as B站) started as an anime fan community and evolved into one of China's most influential video platforms for gaming and youth culture. The audience skews young (18–35), with the majority of users under 35 years old.Here is why it matters for your launch:

Why Bilibili Matters for AA Game Launches in China

1. Gaming is native to the platform. 

Bilibili's gaming section is one of its most active verticals. PC gameplay content, reviews, walkthroughs, and first-look videos generate consistent engagement among gaming audiences.

2. Creator content drives discovery‍

‍Chinese gamers often discover new titles through video platforms, livestreaming platforms, and creator-driven content rather than traditional store browsing.

‍When creator videos are released in clusters, they can produce visible spikes in player interest and wishlist activity within the first 48–72 hours, especially when multiple creators cover the game around the same time.Campaign results can scale significantly depending on creator reach and audience fit. For example:

A Bilibili creator campaign for Electronic Repair Simulator generated ~50,000 wishlists in a single month from one creator’s video series alone.  
In another campaign, organic influencer coverage for Butterscotch Shenanigans produced 500,000 video views within a month, while Heybox wishlists increased by 21% and China became the top wishlist region.

These types of spikes are commonly visible shortly after publication, with longer-tail traffic continuing as videos accumulate views.

3. Community functions as a retention layer 

Bilibili is not just a content platform — it also includes social features such as comment threads, creator feeds (动态), and live streaming, which allow studios to build relationships with their Chinese player community.

‍The danmaku (弹幕) system — real-time comments overlaid on video — is a distinctive form of interaction that encourages highly participatory viewing experiences.

‍4. It feeds the Steam funnel 

Content discovery on Chinese video platforms can contribute to player traffic toward game storefronts such as Steam.

‍China has one of the largest Steam user bases globally, and Simplified Chinese has consistently ranked as the most used language on Steam.  

Creator Tier Framework

Tier 1: Macro Creators (100K+ followers)

High reach and broad audience exposure.

Best used for launch announcements or major content moments.

Collaboration pricing and sponsorship formats vary widely depending on the creator, content format, and campaign requirements.

Tier 2: Mid-Tier Creators (20K–100K followers)

Balanced reach and engagement.

Often suitable for gameplay impressions, reviews, and detailed game coverage.

Collaboration fees are typically negotiated on a project basis and vary depending on content scope and engagement performance.

Tier 3: Micro/Niche Creators (5K–20K followers) 

Smaller creators often have niche audiences and high engagement rates within specific game genres.

Collaboration structures may include sponsorship fees, product keys, or other partnership arrangements depending on the project.

Leading Indicators

Metrics commonly monitored include:

Video views
Engagement rate
Steam page visits from Chinese regions
Wishlist additions

Wishlist growth patterns are often analyzed by comparing the timing of creator video releases with spikes in store traffic or wishlist additions.

Lagging Indicators

Community growth on official accounts
Regional sales performance
Cross-platform visibility

Campaign efficiency may be evaluated internally by comparing performance between creator tiers, audience fit, and content formats.

FAQ

How much should I budget for a Bilibili campaign? 

Campaign investment varies significantly depending on creator mix, campaign duration, and production requirements.

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‍How long before I see wishlist results? 

Creator videos can generate initial spikes in wishlist activity within 48–72 hours after publication, particularly when several creators release content around the same time.For example:

A single influencer campaign for Electronic Repair Simulator generated ~50,000 wishlists within one month through a sequence of Bilibili and Douyin videos.