A gift from Minecraft Chinese edition launch: Water cube to grass block

NetEase, a technology company, used social media and an event to launch its popular Minecraft game in China.

Campaign details

Advertiser: NetEaseBrand: MinecraftAgency: Utop Communications South ChinaCountry: China

Background

  • A three-dimensional sandbox video game
  • The 2nd best-selling video game of all time
  • Over 122 million copies of Minecraft have been sold across all platforms
  • Offers a highly free platform where gamers could give full play to their creativity
  • Thousands of millions of Chinese Minecraft players, including a large group of loyal users
  • Much attention and expectation on Minecraft Chinese edition

Insight

There is a fast-growing Minecraft community in China, and a large number of Chinese gamers had quite high expectation of...

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