Marvel Rivals
Founder’s prior work · NetEase Games
Largest gaming Discord server by membership
- online
- 630,842
- members
- 4,452,374
Est. Jan 2024
Community operations
Communities aren't bought. They're built.
Anan Global builds and runs communities for AI companies, hardware brands, and game studios expanding into new markets — on the community, social, and messaging platforms where their users already spend their time.
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Built around your goals
Services & tools for your stage -
Native-language teams
Content & conversations -
24/7 operations
Moderation & support
Where your users are
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Discord -
Reddit -
X -
WhatsApp -
Telegram
The problem
Going global in 2026, owned audiences are still the biggest gap.
Most overseas marketing still runs on email campaigns and Google or Meta ads: traffic you pay for, then lose. Discord, Reddit, messaging apps, YouTube and TikTok each run on their own, with no thread that turns that traffic into a brand ecosystem.
Three places teams get stuck
- Stage 01
Copying
Email and ads carried over from home, with no social-first thinking.
Missing: A social presence abroad
- Stage 02
Broadcasting
Active on social media, but the traffic has nowhere to settle.
Missing: A community to hold it
- Stage 03
Islands
A Discord server is up, but cut off from every other channel.
Missing: Links between channels
The missing layer
Behind all three is the same gap: no way to build brand, product and community into one ecosystem, so traffic never becomes a brand asset.
Abroad, there’s no WeChat to hold every customer. So what does marketing at scale look like?
The solution
Go global the way global works: a system from public reach to owned community.
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Already have a community: Community growth
Activation, retention, referrals and monetisation: new value from the members you already have.
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Need to build one: Ecosystem build
Community structure, platform setup and cold start, from zero to one, delivered end to end.
Each interaction leaves something behind: recognition, trust, and a reason to return.
Four channel types
- Public reach
- Community
- Owned relationships
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Meta · X · H5
Public social
First touch · the way in
Where people first meet the brand, and the door into everything you own.
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Subreddit
Reddit
Deep brand community
Where loyal fans gather: focused, high-bar discussion, and a main source for AI search (GEO).
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Server
Discord
UGC community at scale
Can stand in for an app’s own forum; the reservoir where the brand compounds over time.
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WhatsApp · TG · LINE
Messaging
Main consumer channel
Completes the other three: ongoing service such as support, plus segmented outreach.
Full lifecycle
- Build
- Cold start
- Growth
- Long-term operations
- Repeat purchase & retention
PLATFORMS WE OPERATE
Methodology, proven at scale
The two largest gaming Discord communities in the world were built with the same methodology.
Genshin Impact Official
Founder’s prior work · miHoYo
One of Discord's first gaming Partner servers
- online
- 372,758
- members
- 2,579,349
Est. Dec 2018
Anan Global founder Nishi Chen was an early operator at miHoYo, where the Genshin Impact Discord became one of Discord's first-ever gaming Partner servers globally. She then joined NetEase Games' Overseas Community Marketing Team, operating Marvel Rivals — which later surpassed Genshin Impact to become the largest gaming Discord server in the world by total membership.
Our storyWe work with
Bside
Managed Discord community operations for the Bside app
From zero to compounding
What we do
One operating rhythm connects cold start, daily participation, and strategic iteration.
01
Community Cold Start
Build your first real audience in a new market from scratch — on Discord, Reddit, and X. We identify where your users already are, bring them in, and give them a reason to stay.
02Ongoing Community Management
Daily content, event planning, user engagement, and reputation monitoring. The work that turns a community from 'people joined' into 'people stayed and brought their friends.'
03Community Strategy Consulting
For brands preparing to go global or just starting out: platform selection, playbook development, and milestone planning for your community build in a new market.
Make community your best-performing channel.
Tell us what you're launching and where. We'll come back with a concrete platform mix, community architecture, and growth plan — grounded in real campaign data.
