Ocean Engine positions Douyin short video as dominant China game marketing surface (Apr 2025 article)
Ocean Engine’s English resource article claims Douyin reaches about 400 million active gamers and that 72% of Chinese PC and console gamers discover new games via short-form video. It is a platform marketing piece, not an audited industry census.
Ocean Engine’s English resource page Douyin Short Videos Reshape Game Marketing Strategy in China, opened 20 September 2026, argues that Douyin now dominates short-video marketing for mobile, console and PC games in China. Two quantitative claims appear in the body:
- Douyin has about 400 million active gamers.
- Seventy-two percent of Chinese PC and console gamers say they discover new games through short-form video content.
The article also describes a discovery loop (clip → algorithm reinforcement → creator follow → install) and elevates livestreaming as a credibility layer beyond trailers. Image metadata on the page includes a mid-April 2025 asset path; treat the piece as an Ocean Engine marketing resource, not as a regulator bulletin or third-party panel with published methodology.
How a UA team should use this
Short-video-native creatives remain the default planning assumption for Mainland Douyin / Ocean Engine game campaigns because the buy platform itself frames the surface that way. Do not convert “400 million” or “72%” into a ledger KPI, CPI target or category ranking without an independent source that states sample, date and definition.
| Field | Evidence or limit |
|---|---|
| Publisher | Ocean Engine |
| Claimed active gamers | ~400 million |
| Claimed PC/console short-video discovery | 72% |
| Methodology appendix | Not on this page |
| Not established | Audited share of game UA spend; creative win-rate vs feed ads |
