miHoYo: The Open-World Journey of an Otaku
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
In this case study, we analyze the key factors to growth, success, and maintenance of the Chinese gaming company, miHoYo. Before the company's mission, culture, and future goals were established, there was much trial and error. From financial difficulties to figuring out innovative marketing strategies, miHoYo truly found their niche and exhibited that all throughout their company, products, and people. Battling against gaming giants like Tencent and NetEase, miHoYo managed to define their target audience and market purely to what they call ‘tech otakus’. Evident in their storyline and character development process, miHoYo places a large emphasis into its characters. The gacha system paired with charming characters make it so users have no choice but to spend money. But there’s a nuance here. Unlike other mobile / online games, many of the upgrades are optional. It’s all a matter of how much a user is tempted to upgrade; marketing at its finest. Additionally and with endless updates and new worlds to explore, miHoYo quickly achieved international success, actively engaging with users through social media platforms and appealing to global audiences through culturally respectful advertisements. Although faced with financial difficulties in the early stages and harsh criticism from users about plagiarism, miHoYo managed to stay true to the company vision and continue developing as one team. Now rebranded as HoYoverse, the company strives to take gaming to the next level by investing millions into their research and development. miHoYo recognizes the importance of virtual reality in gaming to increase sensory feelings and enhance the gaming experience. For this reason, the company partnered with a hospital to research brain-computer interfaces hoping to create a virtual world in which people are willing to live in by 2030. What started as a project funded by competition scholarship money turned into three founders paving the way towards ground-breaking technologies in the gaming industry.
Abstract
In this case study, we analyze the key factors to growth, success, and maintenance of the Chinese gaming company, miHoYo. Before the company's mission, culture, and future goals were established, there was much trial and error. From financial difficulties to figuring out innovative marketing strategies, miHoYo truly found their niche and exhibited that all throughout their company, products, and people. Battling against gaming giants like Tencent and NetEase, miHoYo managed to define their target audience and market purely to what they call ‘tech otakus’. Evident in their storyline and character development process, miHoYo places a large emphasis into its characters. The gacha system paired with charming characters make it so users have no choice but to spend money. But there’s a nuance here. Unlike other mobile / online games, many of the upgrades are optional. It’s all a matter of how much a user is tempted to upgrade; marketing at its finest. Additionally and with endless updates and new worlds to explore, miHoYo quickly achieved international success, actively engaging with users through social media platforms and appealing to global audiences through culturally respectful advertisements. Although faced with financial difficulties in the early stages and harsh criticism from users about plagiarism, miHoYo managed to stay true to the company vision and continue developing as one team. Now rebranded as HoYoverse, the company strives to take gaming to the next level by investing millions into their research and development. miHoYo recognizes the importance of virtual reality in gaming to increase sensory feelings and enhance the gaming experience. For this reason, the company partnered with a hospital to research brain-computer interfaces hoping to create a virtual world in which people are willing to live in by 2030. What started as a project funded by competition scholarship money turned into three founders paving the way towards ground-breaking technologies in the gaming industry.
참고문헌 (33)
- "Digital Wallets Gain Profit from Gacha Games" (2021)[URL]
- "Discussing the Unique Free-To-Play Model of Genshin Impact with Developer ‘miHoYo’ on Launch Day" (2020)[URL]
- "Genshin Impact 3.0 Update Improves Characters and Gameplay Significantly" (2022)[URL]
- "Genshin Impact Generates Close to $400 Million in First Two Months, Averaging More Than $6 Million a Day"[URL]
- "Genshin Impact Generates $2 Billion on Mobile in First Year"[URL]
- Eric Chee, "How Nintendo Became One of the World’s Largest Electronic Game Companies: The Secret of Success", Academy of Asian Business Review, 6(2), pp.55~80 (2020), Academy of Asian Business (AAB)[DOI]
- Chen, Junyu, "Personal interview. May 2022", ~ (2022)
- Laichi Chen, "The Rise of the East Asian Gaming Industry: A Value-Added Chain Among the East Asian Game Companies During 2000–2010", Global Media and China, 7(1), pp.24~42 (2022), SAGE Publications[DOI]
- "Genshin Impact 3.0 Release Date, Characters, and Banners | Genshin Impact" (2022)[URL]
- "In-depth analysis of Genshin Impact’s marketing and advertising strategies with SocialPeta" (2020)[URL]
- "Genshin Impact Earns $2 Billion After “Unheard of” Success in First Year" (2021)[URL]
- "Wei Liu, Founder of miHoYo, Speaks Out | It is Not Because We See Hope that We Preserve, But Because of Persistence We See Hope" (2021)[URL]
- Guo, TongXin, "Personal interview. May 2022", ~ (2022)
- "China vs Video Games: Why Beijing stopped short of a gaming ban, keeping Tencent and NetEase growing amid crackdown" (2021)[URL]
- "How a $100 Million Video Game Broke Even 2 Weeks After Launch" (2020)[URL]
- "China Restricts Young People to Playing Video Games Three Hours a Week" (2021)[URL]
- "A Decade of Meituan-Dianping’s Development: What Makes a Brand Stands Out from The Crowd?" (2020)[URL]
- "Bluehole: Bluehole’s Spectacular Success in the Video Game Industry" (2018)[URL]
- Orihuela, Daniel, "Personal interview", ~ (2022)
- "PC Games Market Size Worth USD 31.52 Billion by 2028 | PC Games Industry Expected CAGR 1.3% | Vantage Market Research" (2022)[URL]
- "Newzoo: Mobile game revenue generated $93.2bn in 2021" (2022)[URL]
- "What’s Next for China’s Gaming Industry?"[URL]
- "You Think ‘Genshin Impact’ Is Pay-To-Win Gacha Anime Trash;You Are Wrong" (2021)[URL]
- "Annual Mobile Revenue Generated by miHoYo Worldwide from 2015 to 2022 YTD" (2022)[URL]
- "Top 10 Countries/Markets by Game Revenues" (2022)[URL]
- Tatia Turazashvili, "Big Hit Entertainment: Soar with Multi-Labels Integration, Social Platforms and Innovations", Academy of Asian Business Review, 7(1), pp.67~100 (2021), Academy of Asian Business (AAB)[DOI]
- "What Does “Otaku” Really Mean?" (2021)[URL]
- "Genshin Impact 3.0 is better than most open-world games and it's totally free" (2022)[URL]
- (2021)[URL]
- "Transcendent Retail: APAC" (2021)[URL]
- "How Genshin Impact’s Chinese Creator miHoYo Found Success with Otakus Willing to ‘Pay for Love’" (2020)[URL]
- "Liu Wei, Co-Founder of miHoYo - The Creator of Genshin Impact" (2021)[URL]