Research on the Marketing Strategy of Mobile Game Applications in Chinese Game Companies Taking miHoYo as an Example

Abstract

The global mobile gaming market has grown rapidly in recent years, bringing in huge profits while maintaining its growth potential. The current state of the market has attracted many large game companies to enter, while many small and medium-sized game companies are also developing new games to attract customers. In this study, the author chooses miHoYo as the research object to first analyze the current market situation and trend that miHoYo is facing based on data reports and literature, and then use the 4Ps theory to analyze miHoYos marketing strategy. In the face of the increasingly competitive but highly promising mobile game market, miHoYo mainly adopts the strategy of releasing innovative products while continuously developing new market segments; its pricing, promotion, and publicity strategies focus on game products, co-branding with other brands and platform publicity. Lastly, based on the high pressure of market competition, unsatisfactory community discussion environment and information leakage problems that miHoYo is currently facing, suggestions are provided for miHoYos future development.