National Management Degree College

Business Management Program

Third year
Marketing Management
Assignment

Marketing Strategy

Genshin Impact
The product of the MiHoYo Co.Ltd

Submitted to Submitted by
Dr.Htay Htay Kyawe Kyawe Thar
Associate Professor III BM - 19
Business and Economic
Departement

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 Table of Contents

Page Number

1) Executive Summary ………………………………………………….. 3

2) Company Profile …………………………………………………. 4

3) Business Portfolio Analysis …………………………………………... 4

4) Vision Mission …………………………………………………. 4

5) SWOT Analysis. …………………………………………………. 7

6) Objectives and Issues …………………………………………………. 9

7) Marketing Strategy …………………………………………………. 10

8) Controls ………………………………………………………….. 12

9) References. ………………………………………………………... 13

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Executive Summary

MiHoYo company, with a total of more than 5000 employees, is known for its excellent
creations of characters and amazing 2D worlds. It has been developing an open world game
which is vast and high-quality graphics based on all the data through the player’s feedbacks.
Many tests have been carried out for two years and now we are ready to launch the new
MMORPG Genshin Impact to the gaming industry. Not only the game is unique, we have
planned on continuing basis to breakeven our heavy investment for this game in a short period of
time through successive and strategic marketing plans. Our targeted markets will be diverged and
big segments. We will be focusing on when, where and how to launch, promote and engage
players through our created game characters.

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Company Profile

Company Native Name: miHoYo Co., Ltd. (Chinese: 米哈游; pinyin: Mǐhāyóu)

Industry: Video Games

 Honkai Impact 3rd

Products
 Genshin Impact
 Tears of Themis
 Honkai: Star Rail
 Zenless Zone Zero

SBU Analysis

Cash Cows Dogs

-Honkai Impact 3rd -Honkai Gakuen
-FlymeTotheMoon
-Honkai Gakuen

Stars Question Marks

-Honkai:Star Rail - Tear of Themis
-Genshin Impact - Zenless Zone Zero

Vision and Mission

Creating A Virtual World for one billion

Vision people in 2030

to create a vast and content-driven virtual

world that integrates games, anime, and other
Mission diverse types of entertainment, which will
provide players with a high level of freedom
and immersion
in other words“Tech Otakus Save The
World”

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A Product Review

miHoYo’s newest ARPG Genshin Impact offers following features:

- It is a free to play (F2P) single/multi-player action role-playing game that is fantasy-based
in an open-world world environment.
- on multiple platforms including Android, iOS, Microsoft Windows, PlayStation 4, and
onboarded Nintendo Switch.
- Expansive world, with many hours of content, uniqueness of each character and
connecting to characters on personal level.
- Also features numerous unique gameplay systems and charming story beats to set it apart
from Zelda and other open-world RPGs.
- There will be in-app purchase crystal (genesis) system for players who wants to spend
money in the game for faster progress.

Genshin Topup Price

Crystal Price (USD) Extra Crystal Total

60 crystal 0.99 0 60

300 crystal 4.99 30 330

980 crystal 14.99 110 1090

1980 crystal 29.99 260 2240

3280 crystal 49.99 600 3880

6480 crystal 99.99 1600 8080

Source: Genshin Impact Gensis Crystal TopUp Customer Service, illustration purpose only

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The following diagrams will show market segmentation based on demographic segmentation

Age Distribution
<12 years 13-17 years 18-27 years 28-35 years 36-44 years 45+

45+years
<12
2%
36-44 years 7%
15% 13-17 years
12%

28-35 years
27%

18-27 years
37%

Chart Title

60%

50%

40%

30%

20%

10%

0%
Male Female Other/Nonbinary

Geographic Segmentation
 Genshin Impact will be available in 15 languages
 Will be focused on Global Player
Psychographic Segmentation
 Anime Fans (Otakus)
 Have penchant for gambling
 Players who love to set goals

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Strengths, Weaknesses, Opportunities and Threats Analysis

Strengths
 Representation of Various Cultures. Since Genshin Impact has many different cultures in
itself, many people from different countries are interested in how their culture was
shown.
 Stable updates and variety of content every 40 days. This helps the players not to get
bored while playing the game and extends the life cycle of the game.
 Interesting and multi-faced characters. People mostly love the games for the characters
and their story. A deep study of the character's background helps the players relate
towards them. Understand their experiences and concerns. Also see yourself in the
characters.
 High quality optimization on iOS and Android. Genshin Impact is an innovation in the
gaming industry. miHoYo's company was the first to make a game well optimized for
tablets / phones and computers. Basically, all games are made with one platform.
However, on several other platforms, the company fails in optimization.

Weaknesses
 Not optimized for Mac systems. Playing on an Apple Mac system brings a lot of problems
for players. In the form of poor loading, glitches and lags.
 Poor adaptation to English, Russian, Japanese, French, etc. The game is originally
released in Chinese. However, the adaptation very often loses the original meaning of the
dialogues, sometimes the phrases of the heroes disappear.
 Lack of content for pro players. Although there are frequent updates in Genshin Impact,
there is practically no content for pro players. Therefore, many players complain and ask
for more complex content to be added.
 Poor account protection. A lot of players have lost their accounts due to hacks. Also, if
the account is lost, then there is no way to return it back.

Opportunites
 Virtual reality release. The open world of Genshin Impact and new technologies allow
the company to create Genshin Impact in VR reality.
 Collaborations with well-known gaming brands. Since Genshin Impact is very popular,
collaborations with other brands will benefit Genshin Impact and another company. Due
to the high demand for merchandise from the company.

Threats
 Frequent leaks of updates and characters. From closed beta-testing of new updates, new
content is frequently leaked. This gives players the impression, but after beta-testing
Mihoyo makes changes. Due to these changes and false expectations, players are
unhappy.

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 Impact of foreign laws. Since Genshin Impact is released on the international market.
Then the laws of different countries affect the release of content in the game.

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Objectives and Issues

miHoYo has set two objectives for Genshin Impact within a year. They are challenging but
attainable objectives as the company did spare no effort in ensuring the quality of the game to
make sure the player are willing to spend on the game Genshin Impact with little to no doubt.

First six months objective

Since miHoYo has spent a total of around 100$ billion to create this amazing open world game,
the first objective within will be achieving breakeven for Genshin Impact production team.

Next six months objective

After accomplishing the first objective, miHoYo aim for around 50$ million revenue within six
months to invest more on character designing team and production team to increase the quality
of the game.

Issues

Political Economical Social Technological Law Tense relations between China and other
countries. For example, relations between China and the United States are not economically
stable. Also, many products of Chinese companies are forbidden to be imported into the United
States. For example, Huawei. Rising global unemployment. Genshin Impact income is a
donation of players to the game. Due to rising unemployment, not everyone can afford it. China
enacted new laws in 2021. 1. On the restriction of the use of smartphones and computers by
children under 18. 2. A ban on the creation of effeminate male characters.

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Marketing Strategy

1) Drip Marketing Strategy. Is one of the most successful examples of marketing strategies.
Drip Marketing Strategy is all about stirring up interest through new information, but not
disclosing details.
2) Receiving rewards for logging into the game daily. Thus, Genshin Impact forces players
to visit the game on a daily basis and stay interested.
3) Gradual opening of access to content. This allows players to explore and discover
content evenly. That is, the game will not get bored in 2-3 days of play.
4) The ability to set and fulfil goals. It should be borne in mind that no one wants to waste
time aimlessly playing the game. It is necessary that each player can set a goal for
himself and achieve it. For example, to make the most powerful character, to achieve all
achievements.
5) Heavy use of social platforms with various languages. Nowadays, advertising in social
platforms has become the main tools to put awareness to the customers especially when
the targeted market is filled up with youths.
6) Connecting with content creator to promote their work along with Genshin Impact
related topic. This method is similar with buzz-marketing since it’s like lending someone
to recommend our product but not in a push way but in a way that this product has full
trust from the content creator.

Positioning

Genshin Impact positions itself as “full content game”, which means that game's audio-visual
content, including the visual appearances of its characters, and corresponding in-game data that
is rendered and made available to users or viewers of the Game Content will high quality. And
Its storyline and characters are solely focused on the anime-related design and having a variety
of in-game languages for different cultures and country. The fact that the in-game maps are
based on real life countries and culture makes the game more exciting and wonderful.

Positioning Map
Mobile
games
Pokemon
Angry
Go Subway birds
surfs
Full-content
Genshin Mini game
game

Paper,
Counter Please
strike
Witcher Zuma
3 10

PC game
The map has four dimensions. For example, Paper Please and Zuma are mini games on the PC
platform whreas Subway surfs and Angry birds are mini games but on the mobile game platform.
This being mean, Genshin Impact is full content game which is available for both mobile and PC
platform which is very unique and rare game.

Pricing
Since Genshin Impact is the free to play gacha games, its revenue will be solely from in-app
purchase and bundle available for any players who would like to spend on games. Every free to
play gacha games has this similar pattern which results Genshin Impact to have a lot of
competition to make players willingly spend on Genshin Impact more whereas players have a lot
to spend on other gacha games. Genshin Impact has Genesis purchase (varies from 0.99$-
99.99$), Welkin Moon Blessing Bundle ( 4.99$) and Bounty Bundle (14.99$) for player to spend
monthly or anytime based on their willingness. To increase the market share of gacha players,
Genshin Impact has to push players to spend on game by connection them through the characters
they created.

Distribution Strategy
Genshin Impact will be distributed through main platforms for any mobile games which are
Google Play Store, App Store, Steam and Xiaomi app store. It will also be distributed by
directing the application download link through other third party application, website and places.

Marketing communication strategy

Marketing communication strategy for Genshin Impact will be based on the following three main
areas
 Online and Digital Marketing. The typical target customer for NutriWater spends more
time online than with traditional media channels. A core component for this strategy will
be building web and mobile brand sites and driving traffic to those sites by creating a
presence on social networks, including Facebook, Twitter, Instagram and or by creating
own applications for update and forum to improve engagement between customers. A
mobile phone ad campaign will provide additional support to the online efforts.
 Consumer Promotions Tools. Genshin Impact will be using consumer promotion tools
such as sample, coupons and contests to engage with customers. Letting players play
short trailer version through random advertising, giving players promotion
codes(coupons) for them to claim free crystals on occasions and contests for players to
stir up their interest on this game through participation and awards.
 Event marketing. Doing event marketing such as Genshin Impact festival across Asia,
Genshin Impact themed festival or creating cultural events by connecting real life cultural
events with in-game seasonal events to make players feel exciting and unique for their
own culture. And producing company merchandises for advertising tools by collaborating
with other companies.

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Controls

miHoYo is planning tight control measures to closely monitor product quality, brand awareness,
brand image, and customer satisfaction. This will enable the company to react quickly in
correcting any problems that may occurs. Given the market’s volatility, contingency plans are
also in place to address fast-moving environmental changes such as shifting consumer
preferences, new products, and new competition.

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References

miHoYo’s company profile:

https://en.wikipedia.org/wiki/MiHoYo
www.mihoyo.com
https://finance.yahoo.com/news/mihoyo-maker-hit-game-genshin

Genshin Impact’s Product Analysis:

https://genshin.hoyoverse.com/en/home

Genshin Impact’s Marketing Strategy Analysis:

https://gameworldobserver.com/2022/04/22/genshin-impact-generated-530-million-in-q1-
2022-driving-global-rise-of-open-world-rpgs-on-mobile/

https://bettermarketing.pub/how-a-100-million-video-game-broke-even-2-weeks-after-
launch-96b557d7f408

https://www.reddit.com/r/gamedev/comments/k2j4ha/
marketing_insights_on_how_genshin_impact_goes/

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