NetEase Games: Bladepoint Influencer Case Study

CASE STUDY

Overview

NetEase Games is a leading global video game developer and publisher, known for creating immersive gaming experiences across PC, console, and mobile platforms. With a strong portfolio of internationally recognised titles, the company focuses on delivering engaging gameplay experiences and building passionate gaming communities.

We partnered with NetEase Games to promote Naraka: Bladepoint , its action-packed battle royale title, through a targeted YouTube Gaming influencer marketing campaign. The campaign aimed to increase game installs, showcase the game’s impressive graphics and combat mechanics, and encourage new players to join its Discord community.

Challenge

NetEase Games wanted to increase awareness and drive new player acquisition for Naraka: Bladepoint, specifically targeting males aged 25+ in the US, a highly valuable and competitive gaming audience.

The campaign required dedicated YouTube videos capable of showcasing the game’s gameplay, graphics, and unique combat experience while generating excitement among potential players.

However, dedicated YouTube integrations typically generate fewer views and higher CPMs than shorter sponsored segments. The challenge was therefore to identify gaming influencers with loyal, highly engaged audiences that closely matched the target demographic while maintaining cost efficiency and delivering favourable campaign performance.

Beyond driving installs, NetEase Games also wanted to strengthen its player community by encouraging viewers to join the game’s Discord server.

Solution

We developed a targeted YouTube Gaming influencer marketing strategy focused on reaching engaged, high-value gaming audiences with a strong affinity for combat-based games.
We laid out the following steps:

Strategic influencer selection: Leveraging our comprehensive influencer databases and performance insights, we identified creators with loyal audiences aligned with males aged 25+ in the US.

Relevant gaming verticals: We activated YouTube Gaming influencers across three content verticals, including Game Reviews, Tech, and creators covering similar combat titles such as Mortal Kombat.

Dedicated gameplay integrations: We prioritised dedicated YouTube videos that allowed influencers to demonstrate Naraka: Bladepoint’s gameplay, graphics, and combat mechanics in depth, creating a more immersive introduction to the game.

Performance-driven optimisation: Recognising the higher CPMs associated with dedicated content, we carefully evaluated influencer engagement, audience demographics, and pricing to maintain favourable campaign economics.

Community growth strategy: Campaign messaging encouraged viewers not only to discover and install the game but also to join the Naraka: Bladepoint Discord community, supporting longer-term player engagement.

Results

The campaign successfully reached a highly targeted gaming audience through dedicated YouTube content, delivering strong cost efficiency for a premium integration format.

CPM below $58, delivering excellent cost efficiency for dedicated YouTube integrations

Targeted reach among US males aged 25+

Relevant gaming audiences reached through Game Reviews, Tech, and combat gaming content

Dedicated videos showcasing the game’s graphics, gameplay, and combat experience

Campaign strategy supporting both player acquisition and Discord community growth

Content Verticals

YouTube Integrations