How to get 30k downloads on Chinese Appstore for European mobile game

Breaking into the Chinese mobile gaming market can feel like a daunting challenge for European developers. With a user base exceeding 700 million players and a thriving app economy, China represents an unparalleled opportunity—but also a unique set of hurdles. From navigating cultural differences to understanding the nuances of the Chinese App Store’s ecosystem, achieving success requires a well-informed and strategic approach.

In this article, we’ll walk you through the key steps to hit 30K downloads on the Chinese App Store.

When expanding into China, app developers face a different set of challenges than they’re used to in Europe. Over the years, our team has seen firsthand how crucial it is to adapt to both regulatory and marketing nuances in this market.

1. Regulatory Hurdles: China’s strict regulations require every app to obtain a Chinese Software Copyright Certificate (SCC) before being published. Navigating this certification process can be time-consuming and complex. That’s why we always recommend working with a local expert or partner to ensure a smooth launch.
2. Unique Marketing Landscape: The Chinese app ecosystem differs significantly from Western markets. Platforms like Douyin (China’s version of TikTok) dominate user engagement, and traditional marketing approaches often don’t resonate. Leveraging localized strategies is essential for success.
3. Cultural Sensitivity and Targeted Engagement: Understanding the preferences of Chinese users goes beyond simple translation. Themes, visual design, and even influencer partnerships must be culturally relevant to build trust and drive downloads.

When Farm Jam approached us to expand into China, we knew that influencer marketing would be key to gaining traction. Based on our experience with a previous campaign for Twin Tiles, we chose Douyin as the primary platform due to its massive reach and proven effectiveness.

1. Why Douyin?

Douyin is a game-changer in China’s mobile marketing landscape. Its short-video format and high engagement rates make it ideal for app promotions, especially when paired with the right influencers.

2. Our Influencer Selection Strategy

We carefully selected lifestyle influencers with a female audience aged 25 to 40—the perfect demographic for Farm Jam. Our criteria were simple: the influencers needed to be relatable, share lifestyle content, and occasionally talk about mobile apps to ensure their audience was comfortable with app promotions.

• Time-Intensive Selection Process: Finding the right influencers took time. We needed partners whose audience trusted their app recommendations, and our experience helped us secure the perfect matches.
• Focus on CPM and Engagement Rate (ER): Our team monitored each campaign’s cost per mille (CPM) and engagement rate to ensure maximum efficiency and ROI.

Our Douyin campaign exceeded expectations:

• First Launch: Two influencer collaborations resulted in over 20,000 installations with a positive ROI.
• Second Launch: A follow-up campaign drove another 10,000 installations, bringing the total to 30,000 downloads.

From our experience, here’s what we believe every European app developer should focus on when entering the Chinese market:

1. Work with Local ExpertsNavigating China’s regulatory landscape is complex. Partnering with an experienced team, like Mobihunter, can save you time and resources.
2. Leverage Douyin and Local InfluencersDouyin is an invaluable platform for app promotion. Pairing it with trusted local influencers ensures your game gains visibility and credibility.
3. Target the Right AudienceTailoring your campaign to specific demographics and cultural preferences is essential. Our focus on a female lifestyle audience proved critical to Farm Jam’s success.

Conclusion

Entering the Chinese mobile gaming market is a challenge worth taking. Our work with Farm Jam demonstrates how the right strategy—rooted in platform selection, influencer marketing, and cultural understanding—can lead to outstanding results.

If you’re looking to expand your mobile game into China, our team at Mobihunter is here to help. With our expertise and proven strategies, we’ll guide you through every step of the process.

Let’s make your game the next big success in China!