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Theorycraft Marketing had an amazing time at ChinaJoy 2025 in Shanghai, hosting our own booth and connecting with game developers, publishers, and partners from around the world. The event was a fantastic opportunity to share insights, explore new collaborations, and strengthen relationships that help great games succeed globally.
At PGC Shanghai last week, we headlined the conference with an in-depth look at how celebrity and brand collaborations can help games break into the Western market. Using a standout case study with actor Antony Starr, Our MD Nick showed how the right partnership can drive massive awareness, engagement, and revenue. Theorycraft Marketing has built a reputation as a specialist in this space - helping games of all sizes achieve global success through data-driven strategy and creative execution.
Nick Ellis, Managing Director at Theorycraft Marketing, is set to speak at Pocket Gamer Connects Shanghai on July 30th. In his session, he’ll break down the award-winning campaign behind Last War: Survival and explain how the right celebrity collaboration - in this case with Antony Starr - helped the game top global charts. Expect practical insights for developers and marketers looking to expand from East to West and make brand partnerships actually work.
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