How RollerCoin got 56k views on Chinese-language YouTube

RollerCoin is an established Web3 mining simulation game with a loyal global player base built over several years. The product has a compelling story for crypto-native audiences: accessible onboarding, a functioning in-game economy, real withdrawal flows, and active seasonal content, most recently the Season 11 “Rising Sun” update.

For this campaign, the brief was clear but represented genuinely new territory for the client: reach a Chinese-speaking audience for the first time. This was Bitmedia’s first influencer campaign targeting Mandarin-speaking viewers for RollerCoin, making creator selection, messaging alignment, and format choices more consequential than in a repeat market.

The campaign had three objectives:

1. Awareness — introduce RollerCoin to Chinese-speaking Web3 and gaming communities who had not previously been exposed to the product.
2. Education — explain the game’s mechanics (mining simulation, seasonal bonuses, zero-cost entry), token economy, and withdrawal process in a format that builds genuine comprehension rather than surface curiosity.
3. Activation — drive installs and first-session activity through creator-linked calls to action, generating an early cohort for downstream LTV measurement.

Campaign overview and creative approach

The campaign ran across three YouTube creators who produce content exclusively in Mandarin Chinese for audiences primarily in mainland China, Taiwan, Hong Kong, and the wider Chinese-speaking diaspora. Each creator produced a dedicated long-form video, with walkthroughs running 8-10 minutes, covering the full user journey from sign-up through the first mine, with an emphasis on the Season 11 promotional mechanics and the platform’s zero-cost entry point.

The creative brief was consistent across all three: honest product demonstration; step-by-step onboarding narrated in Mandarin; in-game economy explanation, including mining ROI, the Season 11 “Rising Sun” 50% bonus, and a clear call to action with a tracked referral link.

All creators were sourced and contracted through the Bitmedia marketplace, which provides curated access to verified Web3-native influencer channels segmented by language, geography, and audience niche. For a first campaign in a new language segment, the marketplace’s pre-vetted channel profiles and compliance tooling significantly reduced discovery and onboarding time.

Total campaign budget was $1,550, which makes this a deliberately lean pilot, sized to prove the concept and establish benchmarks before scaling.

Why YouTube for a Chinese-speaking audience?

Chinese-speaking crypto and Web3 communities have a strong YouTube presence, particularly among diaspora audiences in Southeast Asia, Taiwan, Hong Kong, and global Mandarin-speaking communities. While mainland China’s access landscape has its own dynamics, creators producing Mandarin content on YouTube reach a highly engaged international audience that over-indexes on crypto participation and gaming adoption.

For a product like RollerCoin, where the value proposition requires understanding mining mechanics, seasonal economics, and withdrawal flows, long-form video is the right format. A 10-minute walkthrough in a viewer’s native language removes the two biggest barriers to conversion: comprehension and trust. Seeing a real person play the game, earn tokens, and initiate a withdrawal in Mandarin eliminates the ambiguity that kills conversion in text-heavy or translated content.

Mandarin-language Web3 content is also relatively underserved compared to English or Portuguese equivalents, meaning that well-made, honest tutorials carry outsized weight in community discussions and recommendation algorithms.

Campaign results

All three videos were published on the same date, April 16, 2026, confirming the coordinated publishing window.

Cost metrics (total budget: $1,550):

• CPV (cost per view): $0.028 (~2.8¢ per view)
• CPM (cost per 1,000 views): $27.68
• Cost per engagement: varies from ~$0.58 to ~$2.96 depending on video.

What the metrics tell us

The headline number, 3.13% overall engagement rate across 56,000 views, is a strong result for an awareness-plus-education campaign in a new market segment. For context, engagement rates above 2% on long-form crypto content are generally considered healthy; at 3.13% on a first-run pilot with an unfamiliar audience, the campaign exceeded expectations.

The performance gap between videos is the most instructive data point. The first video (20K views, 0.94% ER) delivered reach predominantly: broader discovery and passive consumption, typical of content that surfaces through recommendation algorithms to cold audiences. The second and third videos (3.95% and 4.79% ER respectively) show a materially different viewer behaviour profile, audiences who clicked through with intent and engaged actively throughout.

This pattern is consistent with a healthy campaign structure: some content seeds reach an ambient awareness, while deeper or more targeted content converts that awareness into demonstrated interest. The fact that the two higher-engagement videos also feature more specific topic framing, Season 11 mechanics, and empire-building strategy supports the thesis that specificity drives engagement in this audience. Chinese-speaking Web3 viewers respond to practical, detailed content rather than general introductions.

The like-to-view ratios on the second and third videos (3.72% and 4.54% respectively) are particularly notable. In a market segment being reached for the first time, a 4.54% like rate signals genuine audience approval; these were not passive views.

Comment analysis and audience qualification

Across all three videos, comment threads displayed active audience evaluation rather than passive consumption. Questions covered game onboarding, mining rate calculations, the Season 11 bonus mechanics, and withdrawal processes, the same decision-signal categories that characterise high-intent audiences in other language segments.

The 125 total comments indicate a meaningful sample for a pilot campaign of this scale. Comment specificity, viewers asking about specific in-game mechanics rather than generic “is this legit?” questions, suggests the creator’s walkthroughs successfully moved audience understanding past skepticism and into genuine product evaluation.

Creative and execution strengths

The format choice, long, honest, step-by-step demonstration in native Mandarin, was the campaign’s foundation. For a first foray into the Chinese-speaking market, there was no substitute for creators who speak to their communities authentically, understand the cultural context of crypto gaming skepticism, and can address concerns in the flow of a real walkthrough.

All three creators delivered on the brief consistently, preserving the same core messaging (zero-cost entry, 24/7 passive mining, Season 11 bonus) while adapting framing and pacing to their individual audiences. This consistency across an unfamiliar market was a direct product of the structured briefing and onboarding process facilitated through the Bitmedia platform.

Marketplace availability

Bitmedia’s marketplace now includes verified Chinese-language Web3 YouTube creators for direct campaign access. Advertisers can choose from a curated package or select individual channels to match their specific audience and budget:

• Chinese-Language Web3 YouTube Package — pre-bundled selection optimised for Web3 gaming and crypto product campaigns targeting Mandarin-speaking audiences.

Individual channels available for selection:

Conclusions and implications

This campaign validated a clear thesis: Chinese-speaking Web3 audiences are reachable, engaged, and responsive to well-made native-language content, and the cost of reaching them is very competitive. For a $1,550 pilot, 56,000 views and 1,752 meaningful interactions show a strong proof of concept.

The key implications for scaling:

• Double down on specificity. The 4.79% and 3.95% engagement rates on content that addressed specific mechanics (seasonal bonus, empire-building strategy) versus the 0.94% on a broader overview video points to a clear playbook: lead with practical, specific, decision-relevant content rather than general awareness.
• Language is not optional. Native Mandarin delivery was the precondition for everything else. Dubbed or subtitled content would not produce comparable engagement rates in this audience.
• The pilot budget proves the concept efficiently. At $27.68 CPM, this market compares favourably with comparable campaigns in other language segments. The next step is scaling budget toward the highest-engagement creator profiles identified here, while extending the campaign window to build search equity and long-tail discovery.
• Attribution infrastructure is the next priority. Now that the audience’s responsiveness has been demonstrated, mapping creator performance to downstream behaviour, registration, first mine, first withdrawal, and 30-day retention will identify which creator profiles drive real LTV rather than just engaged views.

Final thought

The Chinese-speaking Web3 market has been underserved by influencer campaigns relative to its size and engagement potential. This campaign demonstrated that the audience is there, that native-language practical content resonates, and that meaningful reach is achievable at a budget accessible to most Web3 gaming advertisers.

For RollerCoin, this opens a material new acquisition channel. For Bitmedia, it confirms that the marketplace’s Chinese-language creator inventory is ready to support campaigns at scale, from lean pilots like this one to full-funnel, multi-creator pushes timed to future seasonal launches.

The playbook is now established. The next step is to run it louder.

All creators selected and contracted through the Bitmedia Marketplace. To explore Chinese-language Web3 YouTube campaign options, visit the marketplace or contact the Bitmedia team.