Youxi Yingyan 2023

This article contains AI-generated translation.

 Published

从成立之初，米哈游就以自身的产品成绩践行了这一点。
From its inception, miHoYo has practiced this principle through its own product achievements.

越来越丰富的新作正在不断充实着这家公司的产品矩阵。从横版动作到开放世界，到女性向再到回合制，他们也在不断挑战一家游戏公司能做出的品类范畴。
An increasingly diverse range of new works is constantly enriching the company's product lineup. From side-scrolling action to open-world, from female-oriented to turn-based, they are constantly challenging the categories that a game company can create.

全球同步的宣发策略，长期稳定的更新周期，加上优质的内容产出，米哈游以颠覆行业认知的方法讲述着他们想说的故事，《原神》就是代表。
With a globally synchronized marketing strategy, a long-term stable update cycle, and high-quality content production, miHoYo tells their stories in a way that disrupts industry norms, with *Genshin Impact* being a representative example.

作为一款上线两年多、接近三年的游戏，它始终能够成为全球玩家关注的焦点，不久前，这款产品更是拿下了Google Play年度游戏中的“最佳持续影响力”奖项。
As a game that has been online for over two years, approaching three, it has consistently remained a focus of attention for players worldwide. Not long ago, this product even won the "Best Ongoing Game" award at the Google Play Awards [2022].

在本期Google与手游那点事合作的「游戏鹰眼」栏目中，我们邀请到了米哈游全球业务发展高级总监凌小鱼。小到一次宣发策划活动的落地流程，大到版本节点海外不同社群平台的宣传策略，甚至是社群运营、玩家生态等等细节，在这次采访中她都进行了详细的阐述。
In this issue of Youxi Yingyan, a collaboration between Google and Mobile Game News, we invited Ling Xiaoyu, miHoYo's Senior Director of Global Business Development. From the landing process of a single marketing campaign to the promotion strategies on different overseas community platforms at each version milestone, and even the details of community operations and player ecosystem, she provided detailed insights in this interview.

相信看完采访后，无论你是刚入行有些迷惘，还是从业已久甚至生出了倦怠感，都能有所收获。
We believe that after reading this interview, whether you are a newcomer feeling a bit lost or someone who has been in the industry for a long time and may be experiencing fatigue, you will gain some valuable insights.

## "We Hope to Build *Genshin Impact* into an IP That Influences a Generation"

**手游那点事：你们怎么理解持续影响力？
Mobile Game Affairs: How do you understand sustained influence?**

凌小鱼：从我加入米哈游的第一天起，米哈游的策略就是做长线运营，比如“崩坏”IP，《崩坏学园2》上线已经快九年了，《崩坏学园3》也快七年了。目前《原神》也是上线运营了近三年，我们希望能把它打造成影响一代人记忆的IP。
Ling Xiaoyu: Since the day I joined miHoYo, our strategy has been focused on long-term operations. For example, the *Honkai* IP, *Houkai Gakuen 2* has been online for nearly nine years, and *Honkai Impact 3rd* for almost seven years. Currently, *Genshin Impact* has also been in operation for nearly three years, and we hope to make it an IP that influences a generation's memory.

**手游那点事：基于此你们的宣发会怎么设计？
Mobile Game Affairs: Based on this, how do you design your marketing and promotion?**

凌小鱼：大体分为内容和技术两个层面。内容上我们会持续投入，还是想给到玩家更多不一样的、有趣的体验。技术上我们会不断挑战，尽可能尝试之前没做过的事情，本质还是为了给玩家营造更好的游戏环境，让他们拥有更高的自由度。
Ling Xiaoyu: It can be broadly divided into two aspects: content and technology. In terms of content, we will continue to invest and provide players with unique and interesting experiences. In terms of technology, we will constantly challenge ourselves and try things we haven't done before, ultimately aiming to create a better gaming environment and give players more freedom.

**手游那点事：游戏本身以外，还有其他方面吗？
Mobile Game Affairs: Apart from the game itself, are there other aspects you focus on?**

凌小鱼：出于打造原创IP的想法，我们也会尝试一些比如音乐、漫画、周边、视频等等游戏以外的媒介内容。
Ling Xiaoyu: With the idea of building original IPs, we will also explore other forms of media content such as music, comics, merchandise, videos, and more, beyond the game.

**手游那点事：基于这份理解，目前海外《原神》的宣发重心放在哪些方面？
Mobile Game Affairs: Based on this understanding, what are the main focuses for overseas marketing of *Genshin Impact* at the moment?**

凌小鱼：还是会围绕游戏本身的内容展开。在保证官方产出玩法内容足够优质的前提下，再对游戏的玩法、角色等等进行宣传。当然我们也会兼顾社群和玩家生态，策划各种线上和线下活动，鼓励和吸引更多玩家交流讨论，共同营造良好的氛围。
Ling Xiaoyu: We still prioritize the game's content. While ensuring that the official gameplay content is of high quality, we also promote the game's mechanics, characters, and more. Additionally, we also pay attention to the community and player ecosystem, planning various online and offline activities to encourage and attract more player interactions and discussions, collectively fostering a positive atmosphere.

**手游那点事：那现阶段的宣发方向是拉新扩圈为主，还是以稳固老玩家为主？
Mobile Game Affairs: So, at this stage, is the marketing direction more focused on acquiring new players or solidifying the existing player base?**

凌小鱼：其实都是我们需要做的事情，原神的玩法和世界观还在不断拓展，而我们也在和用户一起成长。所以我们既要让老玩家感受到《原神》带来的新鲜感，也要让新玩家有契机接触并了解这款产品。
Ling Xiaoyu: Actually, both are things we need to do. The gameplay and world of *Genshin Impact* are constantly expanding, and we are growing together with the players. Therefore, we want to provide both existing players with a sense of freshness that "Genshin Impact" brings and offer new players opportunities to engage with and understand this product.

**手游那点事：以《原神》目前的体量来看，宣发带来的挑战集中在哪些环节？
Mobile Game Affairs: Considering the current scale of *Genshin Impact*, what are the challenges in marketing and promotion?**

凌小鱼：我们尽量保持着相对稳定且规律的全球同步更新频率，内容也想要兼顾多样性与新鲜感。所以如何在有限时间内服务好游戏内外全球玩家的需求，一直是我们宣发过程中的重要课题之一。
Ling Xiaoyu: We strive to maintain a relatively stable and regular global synchronized update frequency while also ensuring diversity and freshness in the content. Therefore, one of the important issues in our marketing process is how to meet the needs of players worldwide, both within and outside the game, within a limited time.

**手游那点事：针对这些挑战，团队努力的方向集中在哪些部分？
Mobile Game Affairs: In response to these challenges, which aspects is the team focusing their efforts on?**

凌小鱼：其实从《原神》上线到现在，我们积累了一些经验，对用户的理解也有所加深。但这是个与用户共同成长的过程，我们其实仍处在摸索学习的阶段。我们希望团队的成长，比如更多来自世界各地的团队成员，更多元细致的团队分工等等，甚至我们内部的一些机制，能服务于更优质内容的产出。
Ling Xiaoyu: Actually, since the launch of *Genshin Impact*, we have accumulated some experience and deepened our understanding of the users. However, it is a process of mutual growth with the users, and we are still in the stage of exploration and learning. We hope for the team's growth, such as having team members from around the world and more diversified and detailed team divisions. Additionally, some internal mechanisms should serve the production of higher-quality content.

## "The Common Need of Players for Immersion, Engagement, and Beauty"

**手游那点事：一些新奇的《原神》宣发，比如大型派蒙船，是如何落地的？
Mobile Game Affairs: How did the unique *Genshin Impact* promotion, such as the large-scale Paimon float, come to life?**

凌小鱼：首先，我们会根据游戏的版本内容确定宣发的主题和规划，同时，也会根据即时的玩家反馈进行调整。接下来，我们的团队会进行市场调研，一方面是看玩家的需求如何，另一方面也是根据时下的流行热点，尝试将这些内容结合，然后策划具体的活动。
Ling Xiaoyu: First of all, we determine the theme and plan for the promotion based on the game's version content. At the same time, we also make adjustments based on real-time player feedback. Next, our team conducts market research, looking at both player demands and current popular trends, and tries to combine these elements to plan specific activities.

当然在大规模投放前，我们也会在不同地区进行小型活动测试，根据玩家的反馈、内部的复盘评估进行调整，最终再调整资源，让这样的宣发活动在更多地区能够落地。 "Of course, before the large-scale rollout, we also conduct small-scale testing activities in different regions. Based on player feedback and internal evaluations, we make adjustments and fine-tune resources to ensure that such promotional activities can be implemented in more areas."

**手游那点事：复盘的过程中你们相对看中哪些元素？
Mobile Game Affairs: In the review process, which elements do you pay more attention to?**

凌小鱼：我们会更关注活动设计中未经验证的部分。比如活动的设计是否与玩家的反馈一致，回过头看其中是否有一些缺失或者偏差，这个活动是否真的满足玩家的需求，比如陪伴感、参与感或者沉浸感。
Ling Xiaoyu: We pay more attention to the unverified aspects in the activity design. For example, we examine whether the activity design aligns with player feedback, and if there are any missing or deviating elements. We also consider whether the activity truly meets player demands, such as a sense of companionship, engagement, or immersion.

活动执行过程中，我们会尽量确保内容的一致性，需求不要偏离方向。当然还有个更大的原则，就是确保我们的活动设计是符合《原神》的IP设定和内涵的。
During the execution of the activities, we try to ensure consistency in content and prevent deviation from the intended direction. There is also a greater principle, which is to ensure that our activity design is in line with the IP setting and essence of *Genshin Impact*.

**手游那点事：作为幕后，你个人比较难忘的宣发活动是哪一场？
Mobile Game Affairs: As someone behind the scenes, which promotional activity stands out to you personally?**

凌小鱼：比如我们2.3版本在阿尔卑斯山投放传送锚点的活动，就收到了比较多正面评价。因为这个想法本身就和游戏内容很有共通点，再加上现实生活出现这样的传送锚点会让玩家觉得非常惊喜，似乎真切地感受到了提瓦特大陆。所以之后我们也会倾向于设计更多这样的活动，来满足玩家。
Ling Xiaoyu: For example, the activity in Version 2.3 where we placed Teleport Waypoints in the Alps received a lot of positive feedback. Because the idea itself has a lot in common with the game's content, and encountering Teleport Waypoints in real life was a delightful surprise for players, as if they truly experienced the continent of Teyvat. So, in the future, we will lean towards designing more activities like this to satisfy players.

**手游那点事：上述活动的设计是找共通，那类似“璃月”这样的国风内容，你们怎么确保能在非中文语境下取得预期的宣发效果？
Mobile Game Affairs: The design of the aforementioned activities aimed at finding commonalities. How do you ensure the desired promotional effect for culturally influenced content like Liyue in non-Chinese contexts?**

凌小鱼：我们相信美好的事物是相通的。尽管不同地区玩家的语言背景、喜好会有差异，但大家对沉浸感、高度参与感的需求是共通的，对美好事物的接收能力也是共通的。
Ling Xiaoyu: We believe that beautiful things are universal. Although players from different regions may have differences in language background and preferences, their desire for immersion, high engagement, and appreciation for beautiful things is universal.

此外，我们的本地化团队也做了非常多努力。目前米哈游已经搭建了一支本地化语言专家团队，这个团队由多种语言母语背景的成员构成。他们不仅会使用文案创作者的母语去理解游戏内容，还会在目标语言和文化中寻找到合适的表达来准确传递出文案信息及其背后的语境。
In addition, our localization team has put in a lot of effort. Currently, miHoYo has established a team of localization language experts, consisting of members with native proficiency in various languages. They not only use their native languages to understand the game content, but also find appropriate expressions in the target language and culture to accurately convey the context behind the text.

**手游那点事：除了搭建语言专家团队，还围绕本地化做了哪些努力？
Mobile Game Affairs: Besides building a language expert team, what other efforts have you made regarding localization?**

凌小鱼：其实不仅是语言专家，我们的社群运营、市场团队也会在全球各地搭建本地团队。因为在做本地营销的时候，当地的员工相对更能触达玩家，给到我们即时、深度的反馈，自然形成对我们发行工作的支持。
Ling Xiaoyu: It's not just about language experts. Our community operations and marketing teams also establish local teams around the world. When conducting local marketing, local employees are better able to reach players and provide us with real-time and in-depth feedback, naturally forming support for our publishing work.

## "Our Players are Full of Passion and Have Strong Desires for Expression"

**手游那点事：那在宣发的过程中，不同地区的玩家会有哪些差异？
Mobile Game Affairs: In the process of promotion, what are the differences among players in different regions?**

凌小鱼：不同地区玩家的侧重点和喜好可能确实存在一些差别，比如就游戏内容来看，欧美地区的玩家可能更注重游戏的可玩性，亚洲地区的玩家会相对关注与角色的情感连接，而不同地区的热点和流行趋势也会随时间变化。但从《原神》的发行过程来看，玩家也有一些趋同的需求和特质，比如对沉浸式体验和参与感的需求等等，这始终是我们关注的点。
Ling Xiaoyu: There may indeed be some differences in emphasis and preferences among players in different regions. For example, in terms of game content, players in Europe and America may focus more on the game's playability, while players in Asia may pay more attention to the emotional connection with the characters. Moreover, the hot topics and trends in different regions also change over time. However, from the perspective of *Genshin Impact*'s release process, players also have some convergent needs and characteristics, such as the demand for immersive experiences and a sense of participation. These are always the points we focus on.

**手游那点事：具体到不同的社媒平台，你们的宣发会如何调整？
Mobile Game Affairs: Specifically, how do you adjust your promotion on different social media platforms?**

凌小鱼：在统一的营销主题规划下，针对各平台用户的特性我们在实践上会有一些差异化。比如在YouTube上，除了官方的PGC内容，也存在大量用户制作的衍生视频内容。这些视频可能是《原神》相关的手工制作，也可能是复刻游戏菜肴的视频，或者是游戏音乐的remix视频，种类非常丰富。在2022年，带有原神游戏TAG的二创内容播放量是126亿。能够看到玩家是有着旺盛的表达欲的，那我们的宣发就会侧重于对游戏内容的展示，给玩家提供二创的灵感和素材，共创内容生态。
Ling Xiaoyu: Under a unified marketing theme, we make some differentiated practices based on the characteristics of users on each platform. For example, on YouTube, in addition to official PGC (Professional Generated Content), there are also numerous user-generated derivative videos related to *Genshin Impact*. These videos can range from handmade creations related to the game, recreating in-game dishes, or remixing game music. The variety is vast. In 2022, the total views of second creative (2C) content with the *Genshin Impact* tag reached 12.6 billion. Seeing that players have a strong desire to express themselves, our promotion will focus on showcasing the game content, providing players with inspiration and material for 2C content creation, and fostering a content ecosystem together.

**手游那点事：YouTube以外呢？
Mobile Game Affairs: What about platforms other than YouTube?**

凌小鱼：像Discord，因为《原神》目前在这个平台拥有最大的玩家社区，大家的交流非常频繁，自然也会成为我们获取反馈的渠道。
Ling Xiaoyu: For platforms like Discord, since *Genshin Impact* currently has the largest player community on this platform, there is frequent communication among players, making it a valuable channel for receiving feedback.

像Twitter，用户圈层就相对广泛，不仅内容消耗速度快，这里的用户也更习惯依托平台做对外的表达或者分享。所以我们会在重要的节点，设计素材和垂类内容，来拓展、触达各个圈层的玩家。
As for Twitter, the user base is relatively broad, and not only is the consumption of content fast-paced, but users on this platform are more accustomed to expressing themselves or sharing externally. Therefore, during important milestones, we design materials and content specific to different interest areas to expand our reach and engage players from various communities.

**手游那点事：那HoYoLAB呢？
Mobile Game Affairs: How about HoYoLAB?**

凌小鱼：作为我们自己推出的社区，玩家现阶段能在HoYoLAB里交流讨论游戏相关或者以外的话题，也可以用像是“角色养成计算器”的工具规划游戏资源等等。
Ling Xiaoyu: As our self-launched community, players can currently engage in discussions about game-related topics and more on HoYoLAB. They can also utilize tools like "Enhancement Progression Calculator" to plan game resources and more.

这里的用户其实是相对核心且十分活跃的，所以我们的营销活动也会在这里进行发布，以便更好地触达核心玩家。未来我们也会不断迭代这款社区App，希望能带给玩家更丰富多样的体验。
The users here are relatively core and highly active, so we also release our marketing activities on this platform to better connect with core players. In the future, we will continue iterating on this community app, hoping to provide players with richer and more diverse experiences.

**手游那点事：既然提到了生态，那你们眼中《原神》的玩家生态是什么样的？
Mobile Game Affairs: Since we mentioned the ecosystem, what is the player ecosystem of *Genshin Impact* like from your perspective?**

凌小鱼：这个问题可以从三个层面来看。首先是玩家层面。实际上《原神》的玩家群体是非常热情、充满创造力的，因此他们需要平台和环境来表达和传递自己的热情与创造力。
Ling Xiaoyu: This question can be looked at from three perspectives. Firstly, from the player level, the *Genshin Impact* player community is passionate and full of creativity. Therefore, they need platforms and environments to express and convey their passion and creativity.

其次从创作环境的角度看，我们也希望能为玩家提供更好的创作平台、空间和氛围。我们也会在遵循游戏设定的前提下，尽可能结合玩家喜好，设计一些全球玩家都能广泛参与的有趣的活动。
Secondly, from the perspective of the creative environment, we also hope to provide players with a better creative platform, space, and atmosphere. While adhering to the game's design principles, we try to incorporate player preferences and design interesting activities that can be widely participated in by players around the world.

最后从社群平台关系这点来看，无论是Discord还是Twitter，玩家的交流是非常频繁的。那我们希望能够通过平台，与线上线下的玩家建立起更紧密的联系。那玩家可以更自由地表达，我们也会不断设计新的内容，带给玩家更多的选择和惊喜。
Lastly, in terms of community platform relationships, whether it's Discord or Twitter, player interactions are frequent. We hope to establish closer connections with players through these platforms, allowing players to express themselves freely, and we will continuously design new content to provide players with more choices and surprises.

**手游那点事：那按照《原神》全球同步发行的策略，国内海外宣发的资源你们是怎么做调度的？
Mobile Game Affairs: According to the strategy of global simultaneous release for *Genshin Impact*, how do you coordinate the resources for domestic and international promotion?**

凌小鱼：原神的游戏版本内容是全球同步更新的，因此我们的宣发一般会遵循比较一致的全球推广策略，当然也会根据地区差异做一些调整，但重要节点和原则上是基本一致的。
Ling Xiaoyu: The game content of *Genshin Impact* is updated globally in sync, so our promotion generally follows a consistent global marketing strategy. Of course, there are some adjustments based on regional differences, but the important milestones and principles are essentially the same.

这对海内外团队的沟通提出了很高的要求，我们每天都需要交换海量信息，互相确认非常多事项。当然庞大的团队也会给沟通带来一些挑战。
This places high demands on communication between our domestic and international teams. We exchange a massive amount of information every day and confirm numerous details with each other. Of course, managing a large team also presents communication challenges.

**手游那点事：在发行《原神》的过程中，Google给到你们哪些难忘的帮助？
Mobile Game Affairs: In the process of releasing *Genshin Impact*, what memorable assistance did Google provide to you?**

凌小鱼：从我们出海开始，Google就一直陪伴在我们身边了。前期的海外市场、用户调研等等，甚至当地的设备分析，都离不开Google的帮助。随着我们产品内容越来越丰富，我们的合作也会更深入，比如Google的Data science团队会根据我们产品的数据表现，给到一些产品设计的建议或者分析报告。
Ling Xiaoyu: Google has been with us since our foray into the international market. They have been instrumental in early-stage overseas market research, user surveys, and even local device analysis. We rely on Google's assistance for many aspects. As our product content becomes more abundant, our collaboration deepens. For example, Google's Data Science team provides suggestions and analysis reports for product design based on our product's performance data.

那硬件层面，在我们游戏研发的初期、中期、后期，甚至是游戏上线之后，Google团队也会帮我们做一些性能优化分析，可能是引擎，可能是渲染，可能是包体冷启动的时间，甚至服务器，游戏画面帧数等等。所以我们能够走到今天，也非常感谢Google的帮助和支持。
In terms of hardware, from the early, middle, and late stages of game development, even after the game is launched, the Google team helps us with performance optimization analysis. This includes areas such as the engine, rendering, package cold startup time, servers, game frame rate, and more. We are very grateful for Google's help and support, which has enabled us to reach where we are today.

## "Always Full of Passion, Always Maintain Curiosity"

**手游那点事：在维系《原神》影响力的过程中，你们会有一些经验分享吗？
Mobile Game Affairs: In the process of maintaining the influence of *Genshin Impact*, do you have any experience to share?**

凌小鱼：其实就我而言，热爱和热情真的是比较关键的因素。我们非常热爱自己在做的事情，也很迫切地想为玩家输出更多高品质的内容、或者更优质的游戏体验。同时深度了解玩家的诉求也是重要的因素，我们需要聆听玩家的需求，知道他们为什么喜欢这些内容，又为什么不喜欢。
Ling Xiaoyu: Personally, passion and enthusiasm are really crucial factors. We are deeply passionate about what we do and are eager to deliver more high-quality content and better gaming experiences to players. Understanding players' demands in-depth is also important. We need to listen to players' needs, understand why they like certain content, and why they don't.

那为了做到这些事，在搭建团队的时候就需要分外上心，像是市场、运营、客服、社群这类玩家比较了解的团队外，设计、本地化、项目管理甚至数据分析团队等等其他在背后默默付出的团队，其实大家都在不断挑战自我、倾注心血，齐心协力地朝着一个目标努力的，这也很重要。
To achieve these goals, it's essential to be meticulous when building the team. Apart from teams that are more familiar with players, such as marketing, operations, customer service, and community, there are also other teams working behind the scenes, such as design, localization, project management, and data analysis. Everyone is constantly challenging themselves, dedicating their efforts, and working together towards a common goal, which is equally important.

**手游那点事：最后会是相对个人的问题，你怎么看待自己目前在做的工作？
Mobile Game Affairs: Lastly, on a more personal note, how do you view the work you are currently doing?**

凌小鱼：我是2017年加入米哈游的，也挺长时间了，那时候我们刚开始做《崩坏3》的出海业务，在过程中我们常说“something new, something exciting, something out of imagination”。
Ling Xiaoyu: I joined miHoYo in 2017, and it has been quite a long time. At that time, we were just starting the overseas business for *Honkai Impact 3rd*, and during the process, we often said, "Something New, Something Exciting, Something Out of Imagination."

这句话在开始可能更多被用在产品设计上，更像是产品哲学，但随着工作时间变长，就会发现这句话完全适用工作的方方面面。尤其是在工作中遇到倦怠期，或者是有一些疲惫的想法时，这句话其实能激励大家挑战自我，也会鼓励大家挖掘潜力。这不仅仅是工作，也在推动自己迈向更高的目标。
This statement was initially used more in product design, resembling a product philosophy. However, as time goes on, we realize that it applies to all aspects of our work. Especially during periods of fatigue or when feeling tired, this statement can motivate everyone to challenge themselves and encourage them to unleash their potential. It is not just about work; it also drives us towards higher goals.

**手游那点事：那对同在这一岗位的从业者，会有什么想要说的吗？
Mobile Game Affairs: What would you like to say to other professionals in the same position?**

凌小鱼：我个人会要求自己保持好奇心和空杯之心。因为在信息发达、技术迭代快速的大时代背景下，我们需要不断吸收新资讯的能力，也需要始终保持自我学习。
Ling Xiaoyu: Personally, I strive to maintain curiosity and an open mind. In an era of abundant information and rapid technological advancements, we need to continuously absorb new information and remain committed to self-learning.

虽然大家身处不同的岗位通道，有不同的专业技能要求，但对沟通、协作、学习和复盘这样的软素质要求是相似的。就我自己来说，支撑着我走到现在的很大一个原因就是热爱，这也会让我始终保持饱满的状态投入工作。
Although we are in different professional fields with distinct skill requirements, the demand for soft skills such as communication, collaboration, learning, and retrospection is similar. For me personally, a major reason that has supported me until now is passion, which keeps me fully engaged in my work.

另外针对一些刚加入行业的同学来说，可能成长、学习的过程就是有些枯燥的，在你熟练掌握技巧、运用技术之前，需要很长的打磨时间。所以从个人经验出发，我会说一定不能浮躁，要脚踏实地地做好每一件事情。分清自己的优势和不足，扬长避短，更好地实现自己的价值。
Additionally, for those who have recently joined the industry, the process of growth and learning can sometimes feel tedious. It takes a long time to polish your skills and apply them proficiently. Therefore, based on my personal experience, I would say it is important not to be impulsive and to stay grounded in doing every task well. Identify your strengths and weaknesses, play to your strengths, and strive to realize your own value.