Lead Influencer Marketing Agency for China
Unlock Your Game's Success in China
We help game studios and brands unlock the potential of China’s massive gaming market through the power of influencer marketing.
By connecting you with the right Chinese influencers, we bridge the gap between global brands and one of the world’s most dynamic gaming communities.
Local Partners We Work With
Our Team
Based in UK and China, our team incorporates a combination of management, marketing and publishing expertise with years of experience and a passion for games and the games industry.
Mingzhen Li - Founder and CEO
With eight years in games publishing and development working across Asia and Europe with Shanghai Media Group and SEGA/Creative Assembly, I’ve forged partnerships that brought Western AAA titles and indie games to Asian audiences.
In 2024, I leveraged this experience to found Playful Digital, where I now help studios and publishers unlock China market and contribute to their global success.
Will Jeffery - Advisor
I’ve worked across games, marketing, and creative services for over 20 years. I started my career founding Maverick Media, Europe’s most awarded creative agency for video games, working with clients including Pokémon, PlayStation, EA, Ubisoft, and SEGA amongst others.
I joined Playful Digital to expand the team and grow the operations enabling us to deliver a broad range of campaign projects and services.
I’ve been working in the games industry since 2019, collaborating with partners like SEGA, PARADOX and LINE GAMES helping bring more than 20 games to China, with a focus on strategy, player insight, and finding the right local approach.
I design precise targeting and community-focused influencer campaigns to really connect the games with Chinese PC and mobile gamers.
Kelly Xu - Account Director
Jack Zhao - Marketing Manager
Ever since childhood, I’ve been fascinated by the world of games. After university, I transformed that passion into a career by joining an indie game publisher, where I participated in the release of both PC and mobile game titles in China.
I bring a unique perspective on esports and community engagement. I leverage this expertise to help more games navigate and enter the Chinese market.
Tell us about you
Get in touch and we'll let you know how we can help with your influencer campaigns in China.
mingzhen@playfuldigital.com
Our office: UK & China