Bilibili game advertising: account norms and documented format families
Analysis
By Jordan Wells, Senior Analyst — 1 min read
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Bilibili’s advertising account-opening norms page sets qualification and prohibited-industry gates for advertisers (including games as a served vertical). Company IR describes brand, performance, and native format families; this card does not invent auction CPIs.
Account norms (primary page)
Bilibili’s 广告开户规范, opened 20 September 2026, states that bilibili reviews ads under the Advertising Law and related rules, requires subject / industry / domain (ICP) qualifications, and distinguishes special industries, platform-prohibited industries, and legally prohibited industries. Games appear in platform materials as a served vertical (for example the ads-revenue-share programme coverage notes), but this norms page is an account and industry gate, not a creative-spec sheet.
Format families (company IR)
Bilibili’s foreign-private-issuer annual report language describes three advertising format families:
- Brand — opening page, top banner, home banner, inline video feed, and customised placements in OGV/events.
- Performance — video or image/text feeds alongside organic feeds, under-player banners, Story Mode link/banner/pop-up, comment-section links.
- Native — creator-produced embeds designed to match organic video form.
Limits for UA
| Field | Evidence or limit |
|---|---|
| Account / industry gate | 开户规范 page |
| Format families | IR description |
| Game-only auction floor / CPI | Not documented on these sources |
| Playable specs | Not on these pages |
Use this card to brief media buyers on which format family a game flight is buying; do not invent bilibili game CPI bands.
Research checked 20 September 2026. Local draft; human editorial review pending.
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