Case Study / NetEase via Tec Do / 2025

Where Winds Meet
TheLazyPeon in Kaifeng

Gaming creator TheLazyPeon became a long-term ambassador for NetEase's wuxia open-world MMORPG, Where Winds Meet. He made full gameplay videos and took a real-life trip to China: training with a famous kung fu master, visiting the real city of Kaifeng that inspired the game's world, and appearing live on the global dev livestream. The campaign reached 10M+ views.

10M+
Total views
1
Creator trip to China
1
Kung fu training
1
Live dev stream
AAA
MMORPG launch

Bring the creator
inside the world

  1. 01

    Pick the right creator for the game

    For a big NetEase MMORPG, we needed a creator whose audience takes new MMOs seriously. TheLazyPeon is exactly that. His viewers trust him to test a new game in depth, and they stay for the full video.

  2. 02

    Send the creator into the real world

    TheLazyPeon did more than play the game. He flew to China, trained with a famous kung fu master, and visited the city of Kaifeng in person. This is content a normal sponsored stream could never produce. Viewers saw a creator they trust inside the real world the game is built on.

  3. 03

    Tie it to the global launch livestream

    TheLazyPeon appeared live during the global launch livestream, an event fans and press were already watching. That put the campaign in front of a big audience at the exact moment the game launched.

TheLazyPeon's
two big videos

The real-life trip to Kaifeng and the full gameplay first impressions. Two videos from one creator. Click either one to watch it on YouTube.

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