Maximizing DLC Launch Through Long-term Community Building

WUBE Software approached us with a unique challenge: launching their highly anticipated Factorio DLC in China's complex gaming market. The game's technical depth required connecting with a specialized audience of engineering-minded players while building sustainable community engagement beyond just the initial release.

Rather than a typical marketing campaign, we developed a relationship-first strategy that began more than two years before the actual DLC launch:

We cultivated Factorio's official Bilibili channel as a thriving community hub where technically passionate Chinese players could exchange ideas, share designs, and dive deep into the game's intricate mechanics.

We localized and culturally adapted the popular "Factorio Friday Facts" content series, transforming technical developer updates into engaging content that resonated with Chinese gaming sensibilities while preserving the depth that hardcore fans craved.

Through patient relationship building, we connected with over 100 specialized KOLs and KOCs in the simulation and factory-building community. We didn't just send generic outreach—we engaged with their content, understood their audiences, and built genuine relationships focused on mutual value.

As the DLC launch approached, we activated our network with precision:

When the DLC launch approached, we activated our established network with a precisely targeted strategy:

1. We partnered with creators whose audiences aligned perfectly with Factorio's technical appeal
2. Crafted messaging that highlighted the DLC features most valued by Chinese players
3. Orchestrated a coordinated but authentic wave of content that felt natural, not manufactured