Game endorsement strategies are diverging by genre. Data from DataEye shows that from 2019 to 2024, the proportion of endorsed ad creatives rose from 2.22% to 8.44%. MMO games, especially legendary-themed ones, heavily rely on celebrity endorsements (98% of MMO endorsements), with stars like Louis Koo and Donnie Yen driving nostalgia for older players. In contrast, SLG games, particularly those set in the Three Kingdoms, increasingly turn to vertical KOLs (26.4% of SLG endorsements) such as streamers and historians, who better align with the strategic depth and target audience. The trend reflects a shift towards precision marketing, with endorsements tailored to game identity and player demographics, aiming for both brand awareness and user acquisition.