China’s mobile gaming market has been seeing mounting competition since last year as more and more developers piled into the already crowded field after witnessing the revenue uptake of hit titles, a phenomenon driven mostly by an explosion over the past years in smartphones. A stats shows that currently there are more than 1200 mobile games available on the market, to survive in such a highly-competitive market, old-school marketing skills won’t suffice anymore, one has to take whatever it takes to come up with really creative campaign to appeal to players who are always under rivals’ marketing radar.

Beijing-based YouLongTeng, an up-and-comer mobile gaming company which was licensed to operate DOTA Baby developed by Korean developer APD Games, recently ambitiously announced a RMB 100 million worth marketing campaign in partnership with Focus Media, China’s digital and indoor advertising expert. Ads for the title would appear through Focus Media’s inventory including commercial location media network, in-elevator poster-frame network among others. Currently, interactive ads featuring the title made it to elevators in commercial buildings and apartments in Beijing, Shanghai, Guangzhou, Shenzhen, Chendu and about a hundred of other Chinese cities.

According to industry watchers, this is for the first time in China gaming industry’s history that a company splashes over 100 million yuan to market a mobile title. Besides, it’s also a rare case for a game developer to adopt indoor advertising as its major marketing method.

Start your free trial now.

Get instant access to all our premium content, archives, newsletters, and online community.

Monthly Membership

Yearly Membership

What you get

Full access to all premium content and our full archives

Members'-only newsletters

Preferential access and discounts to all TechNode events

Direct access to the TechNode newsroom

Start your free trial now.

Get instant access to all our premium content, archives, newsletters, and online community.

Monthly Membership

Yearly Membership

Ben Jiang

Listener of startups, writer on tech. Maker of things, dreamer by choice.