The core challenge was twofold. First, shifting the game's perception from a PC-exclusive title to a console-friendly experience. Second, breaking into both Western and Chinese markets at the same time without losing focus on either market. We needed to convince console players that this game was built for them, and not just ported for them.
TGM handled global PR across both Western and Chinese media outlets, securing coverage that built legitimacy in two very different markets at once. On the influencer side, we activated eight creators across Bilibili and Douyin to bring the game's FMV dating mechanics to life for Chinese audiences. To capture console players directly, we ran targeted paid banner placements and in-article promotions on the Jump App, putting the title in front of Nintendo Switch users who were already looking for something new to play.
The campaign delivered across every front. TGM secured 46 pieces of global coverage, generating an estimated 11.4 million views and reaching a combined publication audience of 129 million. Jump App placements drove 1.9 million page views and 1,727 clicks. On Bilibili, the influencer campaign accumulated 18,000 views, with the top creator alone driving 10,000. Douyin influencers rallied a combined audience of nearly 280,000 subscribers, generating over 2,600 likes across the campaign.
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