New: Case Studies, Starting with Enginefall's 1.7M Views in China

Studios keep asking the same question before they start: what does a creator campaign in China actually produce? The new Case Studies page answers it with real campaigns, real numbers and the videos themselves.

The Case Studies page collects results from campaigns run on niwo. Each study covers the objective, the strategy, the numbers and the content the creators made, laid out so you can judge for yourself whether a similar approach would suit your game.

The first study: Enginefall

Enginefall, known in China as 夺轨战, is a session based survival game from Red Rover Interactive. Ahead of its June playtest and Steam Next Fest, the studio wanted Chinese players to know the game existed, try the playtest and wishlist it.

Result	Figure
Views across Douyin, Bilibili and Rednote	1.7M+ (verified plus estimated)
Steam wishlists	100K+, plus 21,000 more on Heybox
Chinese playtesters signed up	50K+
Creator posts	59, with 36 on Bilibili and 23 on Douyin and Rednote

What worked

The campaign did not bet on one or two big names. It spread across many midsize creators on all three platforms, each posting in their own voice. Bilibili carried long form showcases and analysis for core PC players, Douyin carried short cuts of the train raids, and Rednote carried playtest and demo notes.

The top single video passed 276K views, and the studio's own letter to Chinese players became the best liked video of the month. Skeptical titles still converted into large audiences without turning sentiment negative, which is a useful lesson for studios nervous about letting creators be honest.

Verified and estimated numbers, labelled

Case studies say which figures are verified and which are estimated. In Enginefall, the 1.27M Bilibili views are verified, while the Douyin and Rednote views are estimated ranges worked out from likes.

Another live case study

Alongside the page, we published a live breakdown of how an indie game performed on Rednote in its first 24 hours, written up on LinkedIn. Read it on LinkedIn for the audience and traffic analysis and what we would change in the content.