Publishing Director,

Core Value of the Role

Lead the brand development and content ecosystem building for the company’s self-developed game products. Building on the existing social media network and influencer partnerships, establish a systematic brand promotion framework to enhance the market influence and user loyalty of the game products through sustained IP operations and content innovation.

Key Responsibilities

1. Brand Strategy and IP Development

Long-Term Brand Planning:

Develop the brand positioning and long-term development plans for the company and its self-developed game products. Establish the Visual Identity System (VIS), brand communication style, and content tone.

Sustainable IP Operations:

Develop annual IP operation plans for game IPs that already have market recognition, such as Spin Master. Drive the continuous production of IP-related content and the long-term accumulation of IP value, addressing the challenge of maintaining sustained IP popularity.

Brand Asset Management:

Establish a brand asset evaluation framework and regularly monitor brand health, including brand awareness, reputation, and loyalty, to ensure the continuous growth of brand equity.

2. Influencer Ecosystem and In-Depth Content Partnerships

Upgrading Top-Tier Influencer Partnerships:

Build and maintain long-term strategic partnerships with leading gaming influencers, including top-tier influencers already engaged by products such as Color Game. Upgrade the partnership model from one-off promotions to deeper forms of collaboration, such as annual brand ambassadors and product experience partners.

Content Co-Creation and Product Integration:

Identify opportunities to connect influencers’ personal characteristics and creative strengths with game content, and drive in-depth content co-creation initiatives, including but not limited to:

Designing exclusive in-game skins, characters, or virtual items based on an influencer’s image or creative ideas;

Co-developing co-branded themed events, customized gameplay, or game levels;

Planning targeted community engagement activities based on the influencer’s audience profile.

Systematic Influencer Matrix Development:

Build a tiered influencer partnership matrix covering top-tier influencers, mid-tier influencers, and Key Opinion Consumers (KOCs), based on the characteristics of different game categories, such as the casual nature of Color Game and the strategic nature of Spin Master, to maximize promotional effectiveness.

3. Content Ecosystem and Social Media Operations Management

Content Strategy Development:

Lead and manage the social media team and existing social media channels. Develop annual and quarterly content calendars to ensure that content publishing is aligned with game version updates and relevant market trends.

High-Quality Content Production:

Establish a dual-driven content model combining Professionally Generated Content (PGC) and User-Generated Content (UGC). Encourage player communities to create content organically and build an active game content ecosystem.

Cross-Platform Communication:

Develop differentiated content distribution strategies based on the characteristics of platforms such as YouTube, TikTok, and Facebook, ensuring that brand messages effectively reach the right audiences.

4. Cross-Functional Collaboration and Budget Management

Internal Collaboration:

Work closely with game development teams to ensure that brand promotion requirements, such as co-branded skin designs and event gameplay, are incorporated into product development schedules.

Budget Management:

Lead the planning and execution of budgets for brand promotion and influencer partnerships. Maximize return on investment and regularly review the effectiveness of promotional initiatives.