Last week, our very own Nick Ellis took the headline speaking slot at Pocket Gamer Connects Shanghai, sharing insights on a topic that’s become increasingly important for game publishers looking to make a splash outside their home markets: how celebrity and brand collaborations can help scale games in the West.
The packed room in Shanghai was filled with industry leaders, developers, and marketers eager to hear real-world strategies for breaking into the competitive Western market.
**The Power of Celebrity in Game Marketing
**Nick walked the audience through the mechanics of leveraging celebrity and brand partnerships to create authentic connections with Western audiences. The focus was on not just awareness, but conversion: how the right face, voice, or IP can turn casual curiosity into lasting engagement.
A highlight of the talk was a case study on Antony Starr, the acclaimed actor best known for his role as Homelander in The Boys. Nick detailed how working with Starr created a lightning bolt moment for one of our partner games:
- Immediate visibility boost thanks to Starr’s highly engaged global fanbase.
- Cultural crossover appeal - merging gaming and mainstream entertainment to create viral conversations.
- Performance lift in Western markets, with measurable increases in installs, retention, and player spend.
This wasn’t just a name-drop - it was a data-backed example of how Theorycraft Marketing’s approach turns celebrity partnerships into high-ROI growth drivers.
**Why This Works in the West
**In Western gaming markets, players are often drawn to content that blends their interests — whether that’s a favorite show, sports figure, or influencer. A well-matched collaboration:
- Cuts through ad fatigue by offering something instantly recognizable.
- Builds credibility with audiences who may be skeptical of unfamiliar game titles.
- Expands reach beyond traditional gamer demographics.
Nick emphasised that not all collaborations are created equal - the magic lies in finding a partner whose persona, style, and fanbase align with the game’s world and mechanics.
**Theorycraft Marketing: Specialists in Celebrity-Driven Game Growth
**At Theorycraft, we’ve built a reputation for helping great games from around the world succeed in the West - whether that’s through celebrity collaborations, brand partnerships, or precision-targeted performance marketing.
From mobile strategy hits like Last War: Survival to AAA titles like Frostpunk 2, our campaigns are built on a foundation of real data, cultural insight, and creative execution. Celebrity collaborations are just one tool in our toolkit - but when used right, they can transform a game’s trajectory in record time.
**The Takeaway
**Nick’s talk at PGC Shanghai didn’t just share theory - it showcased proven, high-impact strategies that have helped our partners achieve millions of downloads, massive revenue growth, and cultural relevance in some of the most competitive gaming markets in the world.
If you’re a developer or publisher looking to make a serious push into the West, our team can help you leverage the right partnerships, the right campaigns, and the right creative to make it happen.
Let’s build your success story.
📩 Contact us today to learn more.
