Theorycraft Marketing Headlining PGC Shanghai
Last week, our very own Nick Ellis took the headline speaking slot at Pocket Gamer Connects Shanghai, sharing insights on a topic that’s become increasingly important for game publishers looking to make a splash outside their home markets: how celebrity and brand collaborations can help scale games in the West.
The packed room in Shanghai was filled with industry leaders, developers, and marketers eager to hear real-world strategies for breaking into the competitive Western market.
The Power of Celebrity in Game Marketing
Nick walked the audience through the mechanics of leveraging celebrity and brand partnerships to create authentic connections with Western audiences. The focus was on not just awareness, but conversion: how the right face, voice, or IP can turn casual curiosity into lasting engagement.
A highlight of the talk was a case study on Antony Starr, the acclaimed actor best known for his role as Homelander in The Boys. Nick detailed how working with Starr created a lightning bolt moment for one of our partner games:
- Immediate visibility boost thanks to Starr’s highly engaged global fanbase.
- Cultural crossover appeal - merging gaming and mainstream entertainment to create viral conversations.
- Performance lift in Western markets, with measurable increases in installs, retention, and player spend.
This wasn’t just a name-drop - it was a data-backed example of how Theorycraft Marketing’s approach turns celebrity partnerships into high-ROI growth drivers.
Why This Works in the West
In Western gaming markets, players are often drawn to content that blends their interests - whether that’s a favorite show, sports figure, or influencer. A well-matched collaboration:
- Cuts through ad fatigue by offering something instantly recognizable.
- Builds credibility with audiences who may be skeptical of unfamiliar game titles.
- Expands reach beyond traditional gamer demographics.
Nick emphasised that not all collaborations are created equal - the magic lies in finding a partner whose persona, style, and fanbase align with the game’s world and mechanics.
Theorycraft Marketing: Specialists in Celebrity-Driven Game Growth
At Theorycraft, we’ve built a reputation for helping great games from around the world succeed in the West - whether that’s through celebrity collaborations, brand partnerships, or precision-targeted performance marketing.
From mobile strategy hits like Last War: Survival to AAA titles like Frostpunk 2, our campaigns are built on a foundation of real data, cultural insight, and creative execution. Celebrity collaborations are just one tool in our toolkit - but when used right, they can transform a game’s trajectory in record time.
The Takeaway
Nick’s talk at PGC Shanghai didn’t just share theory - it showcased proven, high-impact strategies that have helped our partners achieve millions of downloads, massive revenue growth, and cultural relevance in some of the most competitive gaming markets in the world.
If you’re a developer or publisher looking to make a serious push into the West, our team can help you leverage the right partnerships, the right campaigns, and the right creative to make it happen.
Let’s build your success story.
