Android Developer Story: miHoYo Making Global Impact With Google Play

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金雯怡：玩家每次打开米哈游的游戏，都能看到一句话：“技术宅拯救世界”。这也是米哈游的使命。而对于我们而言，要真正实践这句话，就意味着我们每一款游戏都要带给玩家 Something New, Something Exciting, Something Out of Imagination。在追求极致的道路上，我们从未停止过步伐，从《崩坏3》的3D全视角卡通渲染和无限分支连招，到《未定事件簿》的恋爱推理，再到《原神》的开放世界和策略战斗，我们在动作、文字冒险和角色扮演领域都进行了非常大胆的尝试。虽然说不同游戏类型的玩家也各不相同，但是我们非常高兴地看到，这些玩家对于我们探索的高度认可。同时还涌现出了很多的二创作品还有玩家社群。我们官方社群现在已经有了超过2000万的粉丝，仅在YouTube平台上就超过500万的订阅。来自世界各地的玩家和我们一起，在游戏的世界里冒险、创造。而这种互动的氛围也是米哈游所珍惜的。
Jin Wenyi, Head of Overseas Publishing: Every time when players launch miHoYo games, the sentence will show up: "Tech Otakus Save the World." This is our mission, to truly realize this, it means that each of our games must bring players Something New, Something Exciting, Something Out of Imagination. We've never stopped breaking the limits. From the 3D full-view anime rendering and infinite combos of *Honkai Impact 3rd*, to the love reasoning in *Tears of Themis*, to the open world and strategic battles of *Genshin Impact*, we have been trying to be very bold in the genres of action, text adventure and role-playing. Although the player groups of different game genres will vary, we are very happy to see that players have a high degree of recognition for our explorations, and a large number of secondary creation work and communities have emerged, our official game community now has more than 20 million fans, and our YouTube channel has 5 million subscribers. Players from all over the world join us in adventuring and creating in the world of the game. This interactive atmosphere is also cherished by miHoYo.

Transcription missing：2017年，《崩坏3》通过Google Play平台来到了全球玩家面前。现在想来，这也是米哈游登陆全球舞台的重要节点。积极跟进使用Google Play丰富的平台功能，例如Play Points、App Bundle，是我们成功的重要因素之一。玩家可以通过Play积分在游戏里购买丰富的内容。Google Play Points使我们的付费用户留存提升了10%左右。我们可以明显看到Google Play Points会员的付费比例、消费比例等整体数据表现都非常优秀，稳定维持在60%甚至持续走高。App Bundle这样的智能分发技术可以给玩家带来更好的下载体验。目前我们的游戏就在使用Play Asset Delivery，配合游戏包体配置优化，整体的新注册用户可以提升10%到15%。
Huang Chengguo, Overseas Operations: In 2017, *Honkai Impact 3rd* came to players all over the world through Google Play. This was also an important moment for miHoYo to reach the global stage. Using the latest features of Google Play, including Play Points and App Bundle, is very important during our journey. Google Play Points allows players to redeem various content in our games. Participation in Google Play Points has increased our paid user retention by 10%. We also observed that Google Play Points spend percentage and User-buyer ratios of Google Play Points users exceed 60% and are still growing. Smart delivery features like the Android App Bundle can bring a better download experience to our players. By using Play Asset Delivery, along with game package optimization, our overall new registered users increased by 10%-15%.

凌小鱼：我们境外组有很多外籍员工，大家一起为游戏的本地化而努力。从画面、文案等基础内容，再到玩家喜好等细节的洞察，真正确保世界各地的玩家们都能沉浸到米哈游的游戏世界里。在进行游戏推广时，我们除了自己的渠道，也会使用Google Play的LiveOps Card，让更多的玩家参与到游戏的活动中来。目前，《崩坏3》、《未定事件簿》、《原神》均有在使用这个功能。我们通常会在每个游戏有新的活动或者新角色的节点配置并发布活动卡片。一来让既有的玩家及时了解这些内容更新，二来也能很好地吸引新玩家进来。拿《原神》来举例，每次发布卡片都可以额外带来至少150%或更多的流量曝光，及较为可观的安装量，且成效转化率均在16%以上。
Ling Xiaoyu, Overseas Business: Our overseas team has many foreign employees and we've been working hard to localize the game. From basic content such as art and copywriting to insights into player preferences and other details, we can truly ensure that players all over the world can immerse themselves in the gaming world of miHoYo. In addition to promoting on our own channels, we will also use Google Play's LiveOps Card to allow more players to participate in the game's activities. Currently *Honkai Impact 3rd*, *Tears of Themis*, and *Genshin Impact* are all using this feature. We would usually release event cards every time when there's a new event or new characters, so that existing players can be informed of these updates in time, and secondly, new players can be well attracted to get into the game. Take *Genshin Impact* as an example. Every time a card is released, it can bring at least 150% impressions to the store listing page
and quite a lot of installs, with a conversion rate higher than 16%.

金雯怡：“技术宅拯救世界”的故事还在继续。《原神》去年拿下Google Play年度全球最佳游戏的奖项，只是下一个篇章的开始。从2014年到2020年，米哈游保持着将近每年100%的增长速度，并且积极地开拓全球业务。在中国香港、日本、加拿大、韩国等国家和地区设立了分公司，并计划在美国及新加坡进行布局。我们期待着越来越多的小伙伴加入到这个很热血、很自由、很极致的团队当中，和我们一起创造新的故事、新的冒险、新的世界。
Jin Wenyi: The story of the "Tech Otakus Save the World" continues. *Genshin Impact*'s winning of the Google Play Global Game of the Year award last year was just the beginning of the next chapter. From 2014 to 2020, miHoYo has maintained a 100% growth rate of employees every year, and continues with our global expansion process. We're opening new branches in Hong Kong SAR of China, Japan, Canada, Korea, and looking for opportunities in the United States and Singapore as well. We look forward to having more and more friends joining this passionate, open-minded, ultimate-pursuing team, to create new stories, new adventures, and new worlds together.