Genshin Impact, developed by Mihoyo, generated $101.2 million in annual revenue with over 140 million downloads at launch and 5.28 million downloads in August 2021, maintaining a daily player count of over 3 million. The game has strengths in cultural representation, regular content updates, and character depth but faces weaknesses in optimization for Mac, language adaptations, and lack of content for pro players. Opportunities include potential VR releases and collaborations, while threats consist of leaked content and regulatory impacts from international laws.

1. Genshin Impact: Analysis
Created by Anastassiya Shestakova
Image: Mihoyo, Genshin Impact

2. Information
• Genshin Impact annual revenue 101.2 million U.S.
dollars
• At the time of release had more than 140 million
downloads
• In August 2021, the game had 5.28 million downloads
• More than 3 million players play daily from Android and
iOS platforms
• 300 000 players log in daily from PS4

3. SWOT 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.

4. SWOT Analysis:
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.

5. SWOT Analysis:
Opportunities
• 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.

6. SWOT Analysis: 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.
• 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.

7. PESTL Analysis
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.
People spend more time
on smartphones. This
trend has a positive
effect on Genshin
Impact, because the
game mainly focuses on
this platform. Also,
players at any time,
anywhere have the
opportunity to enter the
game.
Developing new
technologies and
making it easier to
create video games. This
trend allows Genshin
Impact to release better
updates more frequent.
Since the creation of
content now does not
take so much time and
money.
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.

8. Market Segmentation: Demographic Analysis
44%
48%
7.64%
0%
10%
20%
30%
40%
50%
60%
Gender
The gender distribution
Male Female Other/Nonbinary
< 12 years
7%
13-17 years
12%
18-27 years
37%
28-35 years
27%
36-44 years
15%
45 +
2%
The Age Distribution
32%
56%
16%
0%
10%
20%
30%
40%
50%
60%
Player’s Income
Lower-Income Middle-Income
High-Income
• Male and Female
• Generation Z (18 – 27 years old)
• Average Income

9. Market Segmentation:
• Genshin Impact is available in 15 world languages.
• The game is focused on the global player.
Geographic Analysis:
• Anime lovers
• Have a penchant for gambling
• They love to set and achieve goals
Psychographic Analysis:

10. Positioning Map
Mobile Games
PC Games
Mini-
Games
Full-Content
Games
Genshin Impact
Gardenscapes
Pokemon GO
Albion Online
Angry Birds
Subway Surfers
Zuma
Witcher 3 Counter Strike
Brawl Stars
Papers, Please

11. About Target
Market
• Genshin Impact is unique in that it is
a mobile game that has a lot of
content. In it you can fish, design
your house, take part in events and
just run around the world.
• Genshin Impact has many
opportunities to develop and attract
new market.
• However, the old market still needs
to be retained.
Image: Mihoyo, Genshin Impact

12. How to keep players
interested?
• 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.
• Receiving rewards for logging into the game daily. Thus,
Genshin Impact forces players to visit the game on a daily basis
and stay interested.
• 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.
• 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.
Image: Mihoyo, Genshin Impact

13. New target
market
Genshin Impact’s new target market is players
interested in sandbox games.
For example, Minecraft, Terraria, Albion Online, etc.
Games where there is complete freedom to create.
Genshin Impact has already released a couple of
updates in order to attract this target market:
• Fishing possibility.
• Creating your own home.
Image: Mihoyo, Genshin Impact

14. Thank you for your
attention
Image: Mihoyo, Genshin Impact