How Brands Can Use Video Games & TV Series to Boost Engagement & E-Commerce in China
China’s entertainment industry is booming, and brands that tap into video game fandoms and hit TV series are seeing skyrocketing engagement and sales. Whether through limited-edition merchandise, immersive digital campaigns, or interactive social commerce, smart companies are leveraging these cultural moments to capture loyal, high-spending audiences.
Why Video Games & TV Series Are Goldmines for Brands in China
🚀 Massive Audiences – League of Legends alone has over 130 million monthly active users in China, while popular TV series like Three-Body and The Longest Promise generate billions of views on platforms like iQIYI and Tencent Video.
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🔥 Emotional Connection – Fans aren’t just casual buyers—they are deeply invested in their favorite characters, aesthetics, and storylines, making them willing to spend on collectible, limited-edition products.
💰 E-Commerce & Social Commerce-Driven Sales – Chinese consumers love to shop directly within social platforms. If a brand integrates its products into fandom spaces, conversions skyrocket.
Philip Chen, a digital strategist at GMA , explains:
“China’s digital landscape is built around fandom economies.
Successful brands understand that Chinese consumers don’t just buy products—they buy into a story, a world, and a cultural identity.
Gaming and TV series offer brands a direct way to engage emotionally with their audience and drive sales through immersive marketing.”
Winning Strategies for Brands: How to Use Games & TV Shows to Sell More in China
1. Match Your Product with the Aesthetic & Vibes of the IP
Chinese consumers love authenticity. If your brand is collaborating with a video game or TV series, the design, storytelling, and campaign visuals need to feel like a natural extension of that universe.
🔹 Example: MG * Cyberpunk
- Casetify x Arcane – Casetify’s phone accessories for Arcane (League of Legends) blended steampunk, graffiti, and Hextech aesthetics—mirroring the show’s visual identity. Fans saw the collection as exclusive memorabilia, not just another phone case.
💡 How to Apply This:
✅ Design products that look and feel like part of the game/show
✅ Use famous characters, symbols, and key visual elements
✅ Launch with cinematic product videos that blend the IP’s storytelling with your product
2. Create FOMO with Limited-Edition Drops & Collectibles
Exclusivity drives high-value purchases in China. Fans rush to buy when they know a product is limited-edition, a special collab, or an event-exclusive item.
🔹 Example:
- Louis Vuitton x League of Legends – LV launched a prestige skin for League of Legends characters, along with a real-world luxury collection. This sold out almost instantly because of its crossover appeal to gamers and fashion lovers.
💡 How to Apply This:
✅ Drop time-sensitive, limited-edition collections
✅ Offer VIP early access via WeChat Mini-Programs
✅ Collaborate with gaming influencers to hype up launches
3. Leverage Social Commerce on Xiaohongshu & Douyin
China’s fandoms live on social media—especially Xiaohongshu, WeChat, Douyin, and Bilibili. Smart brands don’t just advertise—they create viral, interactive experiences that make shopping seamless.
🔹 Example:
- YSL’s Xiaohongshu Strategy – YSL’s pastel macaron-themed gift set leveraged KOL beauty influencers on Xiaohongshu, leading to 600,000+ units sold on Tmall.
💡 How to Apply This:
✅ Use Douyin short videos & livestreams to showcase the product
✅ Work with Xiaohongshu KOLs & KOCs for organic recommendations
✅ Launch WeChat Mini-Programs for direct purchases
4. Make Shopping Fun: Gamify the Buying Experience
Fans love engagement. Brands that add interactive elements—like AR filters, “spin the wheel” promotions, or in-game unlockables—see higher conversion rates.
🔹 Example:
- Nike’s NBA x Douyin Livestream Shopping – Nike hosted a gamified livestream shopping event where fans could win discounts, unlock secret items, and interact with NBA players. This led to record-breaking sneaker sales.
💡 How to Apply This:
✅ Launch gamified WeChat campaigns (e.g., “Unlock a Secret Reward”)
✅ Use AR filters on Douyin & Xiaohongshu for interactive product try-ons
✅ Offer in-game discounts for fans who complete certain tasks
Final Thoughts: The Future of Entertainment-Driven Marketing in China
✔ Align your brand with entertainment trends – Whether it’s anime, gaming, or TV shows, integrate your products with pop culture.
✔ Sell directly inside social platforms – Use WeChat Mini-Programs, Douyin shopping, and Xiaohongshu reviews.
✔ Create hype with limited drops & FOMO tactics – Fans will buy fast if they think they might miss out.
✔ Gamify the experience – Make buying fun, engaging, and interactive.
💡 Want to launch a high-impact gaming or TV collaboration in China?
Get in touch with SEOAgencyChina for expert strategies on social commerce, influencer marketing, and brand localization.
