Unlocking miHoYo’s Triumph: Game Crafting and Marketing Mastery

Keer Yao ()
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Keer Yao: Zhejiang University of Communication, School of Broadcasting and Hosting Arts

A chapter in Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023), 2024, pp 630-639 from Springer

Abstract: Abstract This article endeavors to conduct a comprehensive analysis of the game development and marketing strategies employed by the Chinese game company miHoYo Limited while delving into the factors contributing to its notable success. The research commences by providing an overview of the current landscape within the Chinese gaming market, setting the stage for a detailed exploration of miHoYo’s strategic maneuvers. A succinct introduction to miHoYo lays the foundation for a deeper dive into its strategic approach. The subsequent sections dissect miHoYo’s strategic imperatives, which include aligning with emerging trends and consumer demands in the realm of entertainment consumption, recognizing the imperative of cultural export, and demonstrating adaptability in a rapidly evolving industry. The central focus of this article revolves around an intricate analysis of miHoYo’s game development and marketing strategies. By scrutinizing successful case studies within miHoYo’s portfolio, this research aspires to furnish valuable insights, references, and inspiration for fellow game companies. Furthermore, it seeks to galvanize and facilitate the growth of China’s burgeoning domestic gaming industry, thereby contributing to the broader discourse surrounding the global gaming landscape.

Keywords: Game innovation; communication strategy; cultural export (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-368-9_75

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