The open-world adventure game Genshin Impact, developed by miHoYo, has taken the world by storm.
According to FoxData, Genshin Impact reached a total of 28.02 million downloads across App Store and Google Play in 2024, with an estimated total revenue exceeding $258 million. Here’s a detailed breakdown of its downloads and revenue for the year:
● App Store (2024)
○ Downloads: 5.19 million
○ Top 3 markets: United States (19.65%), Japan (13.06%), Russia (12.81%)
○ Estimated revenue: $139 million
○ Top 3 revenue markets: Japan, United States, Taiwan
● Google Play (2024)
○ Downloads: 22.83 million
○ Top 3 markets: Japan (13.45%), Russia (11.71%), India (10.15%)
○ Estimated revenue: $119 million
○ Top 3 revenue markets: Japan, United States, South Korea
What makes Genshin Impact so beloved by international players? The answer lies in the game itself. From gameplay and storyline to visuals, music, and world-building, it has received widespread acclaim. But beyond these, one of the key reasons for its global success is its player inclusivity, which has driven deep engagement and loyalty.
A great game alone isn’t enough—great marketing is just as essential. Many developers have mastered game design but failed in marketing. Genshin Impact’s massive success is not only due to its gameplay but also its highly effective global marketing strategies.
While creating another Genshin Impact may be out of reach, learning from its marketing playbook isn’t. Let’s dive into the global marketing strategies behind Genshin Impact and uncover how it became one of the highest-grossing mobile games worldwide.
By blending an engaging gameplay loop, psychological triggers, and a well-structured monetization system, HoYoverse has built one of the most lucrative gacha ecosystems in gaming history.
At the core of Genshin Impact’s monetization strategy is its gacha system, known in-game as the Wish system. Players spend in-game currency (Primogems) to roll for rare characters and weapons. The probability-based system means that the most desirable characters (5-star units) have low drop rates (~0.6%), leading to repeated spending attempts.
Unlike many aggressive F2P models that restrict gameplay behind paywalls, Genshin Impact takes a soft monetization approach, meaning players can experience the full game without spending money. However, progression speed, character optimization, and rewards are all subtly tied to monetization.
The Battle Pass provides additional premium rewards, further incentivizing small but frequent purchases.
One of the most effective revenue-driving strategies in Genshin Impact is the time-limited nature of banners and events. Players know that missing out on a character could mean waiting six months or more for a rerun. This artificial scarcity fuels spending spikes during banner events.
Instead of relying solely on big one-time purchases, Genshin Impact focuses on sustained engagement and gradual spending habits.
Retention & Monetization Strategies:
● Frequent Content Updates: New characters, regions, and story expansions refresh interest and bring players back.
● Login Bonuses & Daily Missions: Encouraging daily logins increases habit-forming behavior, leading to higher long-term spending.
● VIP-Like Treatment for High Spenders: Players who invest heavily in the game often receive special recognition and exclusive in-game perks, increasing their lifetime value (LTV).
Unlike many games that follow a one-size-fits-all approach, Genshin Impact tailors its marketing, content, and user experience to different markets. This level of customization allows it to resonate with diverse audiences, drive engagement, and maximize revenue across regions.
Localization is not just about translating in-game text; it’s about adapting every aspect of the game and its marketing strategy to align with local cultures, preferences, and regulations. Genshin Impact excels in this area by ensuring players in different regions feel a strong connection to the game.
Key Strategies
● Language Adaptation: Beyond Literal TranslationThe game supports 12 UI languages and multiple high-quality voiceovers, including English, Japanese, Chinese, Korean, French, and more.
The localization team ensures text matches native linguistic nuances, avoiding unnatural translations.
● Cultural Customization: Aligning Content with Local PreferencesThe in-game regions are inspired by real-world cultures: Liyue (China), Inazuma (Japan), Fontaine (France), etc., making the game feel authentic to players worldwide.
Certain in-game elements are modified based on regional regulatory requirements, such as outfit adjustments in South Korea.
● Localized Payment Methods for Seamless Transactions
The game supports different payment options per region, such as WeChat Pay/Alipay in China, credit cards/PayPal in Western markets, and mobile wallets in Southeast Asia, reducing friction in monetization.
Instead of a universal marketing playbook, Genshin Impact employs region-specific strategies based on user behavior, platform preferences, and marketing ecosystems.
Key Strategies
● Social-first marketing: Heavy reliance on platforms like Twitter, YouTube, Reddit, and TikTok to build brand awareness.
● KOL (Key Opinion Leader) Collaborations: Partnering with popular gaming streamers and anime influencers to create user-generated content (UGC) and drive organic engagement.
● Event-based promotions & brand collaborations: Participating in major gaming expos like E3 and The Game Awards to establish credibility.
Cross-brand partnerships, such as collaborating with KFC for themed promotions.
Key Strategies
● Localized brand positioning: In Japan, the game adopts an anime-style branding strategy, leveraging top-tier voice actors and manga/anime-inspired promotions.
In South Korea, Genshin Impact aligns with local gaming culture, investing in eSports partnerships and offline gaming cafes.
● Multi-channel advertising: Heavy use of TV commercials, subway station billboards, and bus stop ads to reach mass audiences.
Digital marketing via Naver (South Korea’s top search engine) and LINE (Japan’s top messaging app) for targeted user acquisition.
Key Strategies
● Social-first, influencer-driven approach: Heavy reliance on Facebook Gaming and YouTube Gaming, leveraging gaming influencers for affordable, high-impact marketing.
● Optimized game performance for low-end devices: Ensuring smooth gameplay on mid-to-low-tier smartphones expands market reach, especially in cost-sensitive regions.
Beyond daily marketing activities, Genshin Impact has mastered event-driven marketing, creating buzz that spreads organically across different markets.
Major Campaigns
a. Online events: Giveaways and reward-based challenges on social media.
b. Offline activations: Pop-up stores in Japan, China, and major Western cities to create real-world engagement.
c. Impact: Genshin Impact trended on global Twitter charts, generating massive UGC.
a. Massive billboards in Times Square (New York), Akihabara (Tokyo), and Nanjing Road (Shanghai) amplified brand visibility.
b. These ads encouraged organic sharing on social media, extending reach beyond the physical locations.
a. KFC & Pizza Hut-themed promotions, offering in-game rewards for purchases.
b. Samsung partnership for limited-edition smartphones, enhancing the brand’s premium appeal.
Genshin Impact’s ads prominently feature its playable characters, leveraging their unique personalities, abilities, and storylines to captivate potential players. By presenting characters like Zhongli, Keqing, and Mona in a cinematic and engaging manner, the ads build emotional connections and drive interest in the game. The use of voiceovers further enhances immersion, allowing players to experience each character’s individuality before even downloading the game.
A recurring theme across multiple ads is the expansive open world of Genshin Impact. The game’s breathtaking landscapes and traversal mechanics, such as walking, climbing, swimming, and gliding, are heavily emphasized. This taps into players’ desires for freedom and adventure, making exploration a compelling selling point. Ads like those featuring The Traveler’s journey to the top of a hill or gliding over a beautiful landscape effectively highlight this aspect.
Genshin Impact effectively integrates real gameplay footage into its ads, avoiding overuse of cinematic cutscenes. This strategy reassures potential players that the in-game experience matches the advertised visuals, reducing potential disappointment. Ads focusing on elemental combat systems, team-building strategies, and progression mechanics (e.g., level 20 vs. level 50 comparison) highlight the depth of gameplay, attracting both casual and hardcore gamers.
The game’s deep lore and character-driven narratives are key selling points. Ads like the five-minute cinematic story about Mona take an unconventional approach, offering an extended glimpse into character backstories. While not a typical short-form ad, this method successfully immerses viewers in the world of Teyvat, fostering investment in characters and their arcs. This long-form storytelling approach sets Genshin Impact apart from conventional mobile game advertising.
Rather than adopting a one-size-fits-all approach, Genshin Impact creates distinct ads catering to different player motivations:
● Combat Enthusiasts: Ads focusing on intense battle sequences and character abilities (e.g., Zhongli’s elemental skill showcase) appeal to players who enjoy action-packed gameplay.
● Exploration Fans: Videos emphasizing the vast world, traversal mechanics, and environmental interactions target players drawn to open-world adventures.
● Strategic Players:Ads demonstrating team-building mechanics, elemental reactions, and resource collection engage those interested in planning and optimization. By segmenting audiences based on player interests, the marketing strategy ensures broader appeal.
Several Genshin Impact ads incorporate tutorial elements, such as demonstrating how to melt thick ice using elemental abilities or how to craft weapons from collected materials. These ads serve a dual purpose: they educate new players about core mechanics while enticing them to download the game. By showcasing problem-solving and in-game strategies, these ads attract players who enjoy deeper engagement with RPG mechanics.
While some ads lack a strong CTA, the ones that include a personalized message perform better. For example, “A new world awaits. Explore now!” is more compelling than a generic “Play now.” A well-crafted CTA enhances the ad’s effectiveness by reinforcing the game’s core appeal.
A standout feature of Genshin Impact’s advertising is the incorporation of serene and visually pleasing elements. Unlike high-energy, adrenaline-fueled mobile game ads, some of its best-performing ads adopt a calming, immersive approach. This aligns with the game’s aesthetic appeal and caters to audiences looking for a visually stunning and emotionally engaging gaming experience.
For game developers looking to expand their reach, the key takeaway is clear: A great game needs an equally great marketing strategy to thrive in a competitive market. That’s where FoxAdvert comes in.
Whether you’re looking to craft a high-impact ad strategy, optimize your app’s visibility, or scale your game globally, FoxAdvert provides the data-driven insights and execution strategies you need to succeed.
Want to take your mobile game to the next level? Partner with FoxAdvert and turn your marketing into a game-changer.
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