This article explores the fusion of creative thinking and IP building in game marketing, using case studies from Tencent's Tgideas team. It breaks down three core actions: building a brand (e.g., Peacekeeper Elite's campaign with Wu Jing), establishing a character (e.g., virtual idol Xingtong from QQ Dancer), and telling stories (e.g., Wangyou Tavern for New Sword Xia). Key insights include using user insights to find unique communication angles, constructing characters with values and worldviews, and leveraging interactive narratives to deepen emotional connections. The article emphasizes that good content not only attracts players but also builds a sustainable IP ecosystem.