Tencent: NIKKE
Tencent’s Goddess of Victory: NIKKE is a mobile sci-fi RPG shooter combining immersive storytelling, real-time combat, and collectible characters designed for long-term player engagement.
#1
Japan Trend in 30 min
1.3M
Livestream Views
+43%
Follower Growth
About NIKKE
Tencent’s Goddess of Victory: NIKKE is a mobile sci-fi RPG shooter combining immersive storytelling, real-time combat, and collectible characters designed for long-term player engagement.
Positioned as a leading global anime-style RPG IP, NIKKE aims to deliver emotional, character-driven experiences that blend cinematic narrative depth with innovative gameplay and world-class art.
Campaign Objective
The campaign aimed to amplify NIKKE’s 2.5-year anniversary celebration by turning it into a high-impact social moment on X. It focused on driving massive livestream engagement, sparking organic trending discussions, and deepening emotional connection with both existing and new players through immersive, shareable experiences.
The goal was for the anniversary to reach record-high visibility and engagement. They sought to organically trend on X through real-time conversations, boost livestream participation, attract returning and new users, and extend the momentum beyond the event day to sustain ongoing community excitement.
The Solution
The campaign leveraged X’s Live Event Page, custom emojis, and reminder features to create a viral communication flow tailored to NIKKE’s anniversary goals. The integrated approach—combining teaser posts, pinned videos, and real-time engagement—matched the client’s need for emotional storytelling and high-frequency social amplification among anime gaming audiences.
X and Tencent’s NIKKE team co-developed a multi-phase strategy from pre-launch to replay. X provided creative and technical support, ensuring Live Event setup, KOL integration, and hashtag optimization worked seamlessly. The joint effort maximized interaction through live comments, giveaways, and UGC extensions, sustaining buzz well beyond the livestream.
The campaign focused on Japan’s anime and bishoujo gaming community, especially Gen Z players who value immersive visuals, emotional storytelling, and interactive fandom culture.
The Results
The livestream reached #1 on Japan’s trending chart within 30 minutes and topped the global chart in 90 minutes, drawing 1.3M views—2× YouTube’s benchmark. Topic volume surged +300%, driving exceptional exposure and engagement.
Results far exceeded expectations. The campaign not only met goals for trending and reach but also achieved stronger-than-planned visibility and fan participation, validating X’s effectiveness in amplifying live moments.
Momentum extended long after the event. Over three months, @NIKKE_Japan followers rose from 635K to 910K (+43%), reflecting lasting community growth and a significant boost in brand affinity.
“X is our key platform for building player resonance and creating brand-defining moments. Its powerful interaction features and highly active gaming community helped us quickly trend, drive organic amplification, and significantly boost both brand impact and fan engagement.”