Abstract
Mihoyo Games has grown to be the third-largest mobile game company in China in 2 decades, so a deep analysis of Mihoyos marketing strategies can be used as good references for new game companies. However, less research has been done on Mihoyos newly released game, Honkai Star Rail. In this paper, the 4Ps model is used to analyze Honkai Star Rails marketing strategies from product, price, promotion, and place perspectives and tries to find out why it can be so popular and successful. It turns out that the product and promotion strategies of Honkai Star Rail especially stand out. Product strategies can be concluded to the following points: innovative game style to attract new players; various product terminals support all devices; and the enhancement of the user experience to retain older players. Also, Honkai Star Rail used many different kinds of promotion methods, including various online and on-site promotion activities both before and after its release. Moreover, Mihoyo uses innovative methods to strengthen the relationship between players and games. By using these strategies, Mihoyo gained loyal players who are strongly tied to the games.
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