The Influence of Virtual Goods Purchase on Teenagers' Online Consumption——Genshin Impact Marketing Strategy as a Case

Abstract

Mihoyo's open world mobile game Genshin Impact, launched in September 2020, set the record for the highest grossing mobile game worldwide for the month with $245 million, and was the highest grossing mobile game in China for six consecutive months. Behind this impressive performance, there have also been negative voices about inducing overspending in games. For a game aimed at teenagers, it sets very high purchase prices for virtual goods and lotteries and lacks guidance and efforts to protect teenagers. Teenagers are one of the biggest consumers of online games. With the rapid development and popularity of mobile Internet and smart devices in China, it is more convenient for Chinese teenagers to access online games, and the era of touch games shows a younger trend. This paper uses two practical cases to focus on the impact of the highly developed mobile game consumer market on consumers and enterprises. It analyzes and discusses from two perspectives, involving the analysis of marketing concepts, schemes, consumer psychology and other elements. In the end, it deduces the social and moral issues that enterprises need to pay attention to in their own operations and improves a cleaner consumer market together with consumer groups.