Game publisher Wizards of the Coast (WotC) has reported a substantial commercial conversion spike for its upcoming sci-fi action RPG EXODUS, recording a 1,550% increase in average daily Steam wishlists in China during IEM Beijing 2026. Executed in partnership with European esports organisation G2 Esports, the multi-channel marketing campaign ran across the tournament week from 2 to 8 November 2026, generating the title’s strongest weekly wishlist performance in China over the year.
According to campaign performance metrics shared on social media by WotC Senior Director of Regional Marketing Mark Cox, daily Steam wishlist additions in China peaked during the tournament playoffs on 7 November, reaching 2,808% above the pre-event daily baseline recorded between 21 October and 1 November.
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Rather than relying solely on broadcast impressions across Twitch and YouTube, WotC and G2 deployed an integrated on-ground activation outside the Beijing arena featuring out-of-home (OOH) advertising, trailer screenings, merchandise distribution, and interactive QR codes. Cox noted that embedding scannable QR codes directly within the physical pop-up booth enabled attendees to wishlist the PC title immediately via their smartphones, capitalising on consumer habits within China’s mobile-first digital ecosystem.
Reflecting on the commercial rationale behind the partnership, Cox explained that Wizards of the Coast deliberately bypassed traditional sports properties in favour of endemic esports infrastructure to engage core gaming demographics directly. “Why not football? The Champions League? The NBA? My answer was simple: let’s be where the players are,” he wrote.
The IEM Beijing activation builds upon the long-term creative partnership announced between WotC and G2 Esports in August 2026. Under the agreement, G2’s Counter-Strike 2(CS2) roster features rotating jerseys highlighting intellectual properties across the publisher’s portfolio. Debuting with EXODUS, future iterations can integrate flagship franchises including Magic: The Gathering and Dungeons & Dragons.
Earlier this year, The Esports Radar sat down with G2 CEO Alban Dechelotte to explore a range of topics, including how the organisation approaches partner activations and brand engagement. Check out the full interview with Dechelotte for more insights.
