With only 5 days remaining until the official release of Black Myth: Wukong on August 20, 2024, anticipation is at an all-time high!
As the first domestic AAA title in China, Black Myth: Wukong has garnered widespread attention and excitement from both industry insiders and gamers.
Since its pre-sale launch in June this year, the game's sales have remained robust. Data shows that Black Myth: Wukong, with a remarkable 1.2 million pre-sales and revenue exceeding ¥390 million, has “disruptively” topped the chart of China's domestic game sales for the first half of the year.
Developed by Game Science, a company based in West Lake district, Hangzhou, China, this game is an adaptation of the classic Chinese novel Journey to the West. With a production cost exceeding ¥400 million, it is a significant investment in China's domestic gaming.
Some might argue that Black Myth: Wukong has made little noise and question whether it lacks marketing. In reality, it is employing a subtle yet effective marketing strategy.
In an era of information overload and a crowded gaming market, outstanding quality alone is not enough. Clever marketing is essential to stand out and achieve immense success.
Today, we will uncover the marketing strategies behind Black Myth: Wukong and explore how it became a phenomenon with 1.2 million pre-sales and ¥390 million in revenue, setting a new standard for China's domestic AAA games.
Let’s start with some numbers:
Since the release of the first gameplay trailer on August 20, 2020, Game Science has released a total of 12 trailers on Bilibili (a popular Chinese video-sharing platform) over the past four years: 1 in 2020, 2 in 2021, 2 in 2022, 3 in 2023, and 4 in 2024.
The gameplay trailer released in 2020 has garnered over 56 million views, establishing Black Myth: Wukong as a flagship title in China's domestic AAA game market.
To be honest, these gameplay trailers have largely addressed previous issues where trailers did not match the actual gameplay experience. Trailers play a crucial role in game promotion; they are not just the prelude to the game’s story but also an essential tool for capturing player interest and excitement.
On August 8, just 12 days before the game’s official release, Game Science released the final pre-launch trailer for Black Myth: Wukong.
Within just two hours, the trailer amassed 3.067 million views and over 40,000 comments on Bilibili and Weibo (a major Chinese social media platform). As of this writing, the video has surpassed 11 million views. Internationally, similar trailers released by notable gaming accounts such as IGN and PlayStation on YouTube have accumulated 141,000 views. Almost simultaneously, the trailer on IGN’s YouTube channel reached nearly 900,000 views and ranked 45th in YouTube’s trending gaming section.
The remarkable reach and impact of these trailers highlight their effectiveness in spreading the word.
One year ago, on August 20, 2023, Game Science hosted the first offline playtest event for Black Myth: Wukong in Hangzhou, inviting 1,000 lucky players to experience multiple unreleased game levels and boss battles. This event created a huge buzz online, garnering widespread attention and coverage from major media outlets and platforms, with players and viewers eagerly discussing and anticipating the game.
Why August 20, 2023? This date marked the third anniversary of the initial gameplay trailer release for Black Myth: Wukong and happened to fall on a weekend.
Why Hangzhou? Hangzhou, where Game Science is headquartered, was chosen for several reasons: it is one of the most innovative and promising cities in China, and it is also known for its rich cultural heritage and charm.
Why 1,000 players? A larger number might lead to management and safety issues, while a smaller number could reduce the event's impact and effectiveness. The figure of 1,000 players strikes a balance, ensuring quality while maximizing reach.
Event Content: The offline playtest showcased several unreleased game levels and boss battles, allowing players to experience the game's visuals, sound effects, controls, and story firsthand. These are core elements and highlights of the game that players are most concerned about and excited for.
Feedback: The playtest collected valuable feedback from players, offering insights into their opinions and expectations for the game. It also provided Game Science with critical information on the game's strengths, weaknesses, and areas for improvement. This feedback is crucial for refining the game and understanding player needs.
It's important to recognize that the Black Myth: Wukong offline playtest was not a spontaneous or casual event but a meticulously planned marketing strategy.
Topic marketing, as an effective brand promotion tool, is familiar to both brands and game developers. Its power extends even to non-gamers, as it can generate curiosity and initial interest in a brand or game simply by appearing on trending lists.
Some topics are the result of careful planning and strategic creation, while others push a game into the public eye and onto trending lists, testing the brand’s ability to manage these situations effectively.
After the game’s pre-orders started, news emerged that Sweet Baby Inc. (SBI), a Canadian gaming news company, demanded “diversification” guidance for the game and a $7 million consultancy fee.
This demand was rejected by Game Science. The news of Game Science’s refusal to compromise resonated with players, who rallied behind Game Science, feeling they now had a stronger reason to support the game’s purchase.
On social media, users passionately expressed their support for Game Science:
In an era where content reigns supreme, content marketing has the power to deeply resonate with audiences. However, outdated content can leave viewers uninterested, especially when dealing with a game based on one of China’s four great classical novels—Journey to the West.
Most Chinese people can effortlessly recall numerous storylines from Journey to the West. The novel, along with various adaptations and TV dramas, is highly popular and has been a staple of Chinese culture for generations. Given this familiarity, relying on conventional content marketing strategies may not achieve the desired impact. Let’s see how Game Science approached content marketing.
On August 13th, Game Science CEO Feng Ji published a mid-length blog post on Weibo, which garnered nearly 20,000 likes. In the post, he commented: “Protecting the mystery and surprise of the final product amidst so much content leaking has been a persistent headache and occasional nightmare for the entire team.” It’s essential to recognize that every action during the countdown to a major product launch is meticulously designed. Feng Ji’s statement was also a crucial part of online marketing.
The core message of his blog was not only to address concerns about early leaks but also to subtly convey: “Don’t worry, even if some information has been accidentally leaked, Black Myth: Wukong can handle the storm and is not that fragile.”
This blog post was an exemplary operation in both expressing care for players and promoting the game, indirectly reassuring the audience of the company’s confidence in the August 20 release. Enthusiastic players commented: “Oh my God, that line ‘not that fragile’ really boosted my excitement!”
This heartfelt approach, where the CEO connects with players and shares internal thoughts, is far more impactful than a generic post stating: “Countdown to release: X days.” Such genuine engagement creates a grounded, thoughtful, and high-quality impression, reinforcing that a charismatic and influential leader is often the best personal IP for both the product and the company.
"Black Myth: Wukong" distinguishes itself through its remarkable technical advancements. Featuring breathtaking graphics and immersive gameplay mechanics, the game employs cutting-edge technology that significantly enhances the player experience. This technical expertise not only captivates gamers but also establishes a new benchmark for the industry.
The game’s unique blend of traditional Chinese culture with modern gaming technology introduces a distinctive element. By weaving cultural aspects into the gameplay, "Black Myth: Wukong" resonates with local players while also attracting international audiences seeking diverse gaming experiences. This cultural integration deepens emotional engagement and helps build a dedicated player base.
According to third-party data, as of August 14, "Black Myth: Wukong" has launched a total of 423 advertising creatives. Among these, video content dominates, comprising approximately 70% of the total, while image-based materials make up 30%.
In terms of channels, the most significant investment has been in Facebook ads, with 93 creatives. This is followed by Instagram with 88 ads, Audience Network with 80, Messenger with 80, Twitter with 11, and YouTube with 2. Over 90% of these creatives have been targeted at the US market, with the UK and Canada being the next major focuses.
On Reddit, discussions about “Black Myth: Wukong” being relatively quiet had surfaced a few months ago. However, from an innovative social media marketing perspective, this might be part of a carefully orchestrated strategy.
After seeing this, who wouldn't say, "This is brilliant marketing!" It not only maximizes audience anticipation but also maintains its own rhythm, gradually unveiling the product from initial reveal to final release in front of the audience.
One cannot help but marvel at the fact that while a great product is the foundation of marketing, it is only through exceptional marketing that a product's impact can spread far and wide. Therefore, the true success of a product and brand is invariably intertwined with effective marketing.
So, how can you achieve maximum results with minimal effort in your marketing journey?
The key lies in finding the right approach for your specific needs. Partner with FoxAdvert—our years of expertise in digital marketing solutions have yielded impressive results within the industry. Our vision is to help every brand reach its success destination. Don’t hesitate; act now.
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A product is like a ship navigating the vast ocean of the internet, and marketing’s purpose is to create waves. When a flood of online ads—whether videos, texts, or images—comes rolling in, if the product (the ship) is shaky and deteriorated, those waves could threaten it. However, if the ship is robust enough, the waves will only help it sail steadily across the broad ocean, attracting more attention and eyes.
We eagerly await the arrival of the 20th. The game will speak for itself.
