Genshin Impact is an open-world action/RPG game developed by miHoYo. Since its release in September 2020, the game has completely captured the gaming market, quickly became a cultural phenomenon with a large and loyal fan base, and grossed over $1 billion in its first 6 months, making it one of the most successful games of all time. But what contributed to this success?

One of the main factors is the game’s marketing strategy and as of this writing, according to AppMagic, the game has earned over $3.2 billion and according to SocialPeta the amount of revenue is equal to $3.7 billion.

Genshin Impact marketing strategy

In June 2019, miHoYo published the first promotional teaser for Genshin Impact. Visually, the project was immediately associated with The Legend of Zelda: Breath of the Wild. But the game had a couple of trumps up its sleeves: the output on all current platforms (including mobile), free distribution model, interesting gameplay, nice graphics and the thought-out plot that can compete with the Souls series, World of Warcraft, the Warhammer universe.

Genshin Impact has earned $60 million in its first weeks of release and in its entire history, no game has ever managed to achieve such a result.

Genshin Impact announcement trailer

One of the key elements of Genshin Impact’s marketing strategy is the use of social media and influencer marketing. The game’s official Twitter account has over 4.7 million followers, and the game’s developers use this platform to announce new content, share fan art and cosplay, and interact with the community.

Influencer marketing has also played a significant role in the game’s success, with popular content creators and streamers showcasing the game on their platforms, contributing to the hype and excitement. At one time, we saw something similar during the dawn of PlayerUnknown’s Battlegrounds (also known as PUBG: Battlegrounds).

Genshin Impact’s marketing strategy was supported by stunning visuals, music, and a story that received widespread acclaim. This helped to create positive impressions and attract a large audience to the game.

The main advertising network that miHoYo used to promote Genshin Impact was Google Ads. Also, the developers resorted to Facebook’s advertising tools to place advertising creatives, in order to ensure a long-term and stable impact on the audience.

In China, Bilibili, the largest community dedicated to comics, anime, and games, was used as the main channel to promote Genshin Impact.

The gacha system and main marketing for Genshin Impact

The gacha system, which allows players to get new characters, weapons, and other items through random draws, is also an important part of the game’s marketing strategy. This system has proven to be both controversial and very addictive, with many players spending large sums of money in hopes of getting the characters or weapons they want. Everything in the game is very dependent on them and the “Great Korean Random”, which gamers dislike, works.

The developers of the game used this system to make a profit while creating a sense of exclusivity and rarity of certain characters and items. As the players themselves say, for the sake of “Primogems”, they are ready to undergo any game activity that the developers will add. This is the Genshin Impact phenomenon, spending money because of randomness?

The main market for the mobile version of Genshin Impact was China, with the game earning 34.3% of revenue. Among others, Japan (23.3%), the US (16.5%), and South Korea (6.2%) accounted for most of the revenue.

The bursts you see on the chart occur at the time of major updates

Conclusion

Based on its experience with Honkai Impact 3, miHoYo was able to implement the perfect marketing for Genshin Impact. The launch and operation of the game are accompanied by top-notch advertising and a well-thought-out promotional strategy.

In conclusion, Genshin Impact’s marketing strategy has been a key component of its success as a cultural phenomenon. By making the right use of buying traffic, more and more game companies will be able to make their products more popular. But the main phenomenon of the game, is the elaborate gameplay, bright/beautiful graphics and engaging story. These are the factors that will not leave any player indifferent. The developers have managed to create a really simple and unique game.

The game’s use of social networks and influencer marketing, constant updates, as well as high-quality visuals, music, and story all contributed to its success. As the game’s developers continue to release new content, it is likely that Genshin Impact will be a major player in the gaming world for a long time to come.

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