Lurkit and Light Up Games Partner to Bring Creator Activations to China
Lurkit and Light Up Games Partner to Bring Creator Activations to China
Lurkit, the leading platform for influencer marketing in games, spanning organic, paid, and community growth campaigns, has partnered with Light Up Games, a a Shanghai-based and Stockholm-based publisher and full-service marketing agency, to bring creator activations to China.
The partnership gives Lurkit's clients a direct path to run influencer campaigns on China's core platforms, including Douyin, Bilibili, Rednote, Heybox, and WeChat, without needing a separate vendor relationship or a new point of contact.
"China is the largest gaming market in the world, but it's also one of the hardest to enter on your own terms," said Sam Niskanen, Lurkit's Co-Founder & CEO. "Partnering with Light Up Games means our clients get real access to Chinese creators and platforms, through people who've actually built success there, without adding complexity on their end."
"We've spent years building relationships with creators and platforms across China, and we know what it takes to make a campaign land here," said Magnus Lysell, CEO of Light Up Games. "Teaming up with Lurkit lets us bring that experience to a much wider set of studios and publishers, and gives our own network a path into markets outside China too."
A two-way partnership
The collaboration runs in both directions. Alongside enabling Lurkit's clients to activate in China, Light Up Games will also introduce its own network of partners and clients to Lurkit for campaigns outside of China.
What this means for Lurkit clients
For studios and publishers already working with Lurkit, nothing changes about how campaigns are set up or billed. China campaigns run under the same standard pricing clients already know, with Lurkit consolidating reporting as usual.
Light Up Games brings hands-on experience marketing games to the Chinese audience, having worked with titles spanning genres and studio sizes, from solo indie projects to established franchises.
Looking ahead
This partnership is an early step in a broader push to make Lurkit's creator marketplace accessible in every major market our clients care about. China is the first, and largest, of several regions we're looking to unlock in the coming year. Lurkit runs between 800 and 1,100 active campaigns at any given time.
