Content for games based on established intellectual property often emphasizes fidelity to the original IP to support promotion. However, that approach can also restrict the diversity of content creation and distribution.
In March, FunPlus launched DC: Dark Legion, a strategy mobile game based on the globally popular DC universe, in overseas markets. By co-creating content that combined the IP with ideas from other creator communities, and using targeted delivery, collaboration, and content innovation, Youdao Ads generated tens of millions of views, produced successful content, engaged players, and opened up the market.
Promoting a major IP game can mean becoming overly focused on authenticity, tone, and production quality. For DC: Dark Legion, Youdao Ads instead developed a strategy that gave creators substantial freedom to produce playful, trend-aware content. Creators were selected for their fit with the IP and strong overlap with target players, then given room to create, producing several successful videos.
The team partnered with leading YouTube engineering creator @Hacksmith Industries on a handmade sled-engine concept. This cleverly connected machine-building elements in the DC universe with the game's engine-based character-draw mechanics. The video attracted likes and comments from overlapping audiences interested in general entertainment and engineering, surpassing one million views and reaching new communities.
Creative illustration channel @Wankil Studio - Laink et Terracid recreated DC characters through humorous hand-drawn memes. Minecraft creator @Paluten smoothly integrated a spoken promotion into his regular gaming content. Both incorporated advertising while maintaining content quality, and used a call-to-action code to encourage acquisition and conversion. The content also reached the top ten of YouTube's trending gaming videos.
Rather than relying on a single platform, Youdao Ads assembled a creator portfolio spanning multiple platforms and fields: 29 YouTube KOLs covering strategy games, animation, general entertainment, and casual building games, alongside 12 TikTok KOLs specializing in gaming news and narrative content.
The campaign also involved 42 KOCs to reach more targeted communities. The relatability of user-generated content and its close relevance to specific interests rekindled affection for DC among a broad audience. This tiered approach reached both core players and general entertainment audiences, substantially increasing product awareness.
The strategy generated 6.2 million views on YouTube and 5.4 million on TikTok, with an engagement rate of 4%. Within two months of launch, DC: Dark Legion had entered the top ten iOS free charts in 43 countries and reached number one in core Western markets including the United States, the United Kingdom, and Canada.
An IP game need not be constrained by safe creative choices. Youdao Ads used creative freedom to stimulate conversion and cross-category collaborations to expand reach, generating 11.6 million impressions and helping open player markets in 43 countries.
When selecting creators and developing successful content for IP games, Youdao Ads starts with the IP itself and the game's strengths. It matches creators whose follower profiles closely overlap with the target audience, then combines each creator's distinctive style with the game to produce fresh content.
Youdao Ads has previously played a substantial role in promoting major IP titles such as Marvel Rivals, Warpath, and The Legend of Mir, helping them reach new audiences and grow. Follow the related links for case details.
