Year: 2025
Type: article
Abstract: MIHOYO is one of the leading players in the Chinese gaming industry, and its innovative ACG game Genshin Impact has won widespread acclaim worldwide. This article discusses MIHOYO through branding and positioning, digital marketing, and global expansion strategies. Genshin Impact, with its groundbreaking technology (such as advanced animation rendering) and excellent soundtrack created by the HOYO-MIX team, has taken the lead in the open world adventure genre in China, making it highly profitable in the ACG game market. MIHOYO's multi-channel digital marketing strategy is crucial, combining global and localized platforms (such as YouTube and Bilibili). User generated content (UGC), cross-industry partnerships, and advertising further solidify user engagement and market position. Successful partnerships and large-scale advertising campaigns with restaurant brands such as Pizza Hut demonstrate MIHOYO's excellent strategy of cultural export and marketing.In addition, MIHOYO's innovative revenue models - from in-game purchases to global concerts and festivals - have further expanded its position in the market. The localization strategy is key to its global success, tailoring content to the cultures and preferences of different regions while promoting Chinese gaming culture to international markets. Despite challenges such as high operating costs and market competition, MIHOYO continues to advance its games globally with quality content, technological innovation and a player-centric strategy. This case not only demonstrates MIHOYO's commercial success, but also provides a valuable precedent for the entire gaming industry.
DOI: 10.54097/5snrbh85
Author: Shuochen Yan
Language: English
Topic: Digital Games and Media
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409621566