Pop culture is a powerful force that touches nearly every aspect of our daily lives, from the music we listen to, to the fashion we wear, and the media we consume. It connects us to broader social conversations and reflects the ever-changing dynamics of society. In this content series by Vero, we delve into how pop culture shapes trends, influences behaviors, and serves as a mirror to the world we live in.
Gaming has become a central pillar of pop culture, shaping the way people connect, compete and express themselves. As one of the most immersive and interactive forms of media, gaming blurs the line between entertainment and social engagement and has been instrumental in creating close-knit communities of passionate gamers, talented developers, and even casual streamers.
The rising prominence of gacha gaming has introduced a new dynamic to the industry. These games, which revolve around a chance-based system of unlocking characters and items (called “gachapon” or simply “gacha”), have captivated players with their addictive blend of strategy and luck. These games are typically free or low-cost but encourage players to spend both in-game currency and real-life money to improve their chances of getting the most desirable prizes. Gacha mechanics continue to draw in massive audiences, fostering dedicated communities and ensuring long-term player engagement.
While many developers have jumped into this arena, one company stands out for its unique and wildly successful creations: HoYoverse, a powerhouse Chinese developer behind some of the biggest gacha games in the world. HoYoverse has captivated players across the globe with titles like Genshin Impact, Honkai: Star Rail, and Zenless Zone Zero (ZZZ).
In particular, Genshin Impact, an open-world action RPG, thrusted HoYoverse into the spotlight. Although initially met with skepticism due to its exploration gameplay resemblance to The Legend of Zelda: Breath of the Wild, Genshin Impact has since carved out its own identity, thanks to its distinctive elemental reaction combat system. As of January 2024, Genshin Impact generates a staggering $59.7 million in monthly mobile app revenue, with China, Japan, and the United States as its top markets.
Other two titles under HoYoverse—Honkai: Star Rail and Zenless Zone Zero—have amassed the same, if not higher, level of success. Honkai: Star Rail, an intergalactic turn-based RPG, achieved an impressive milestone by surpassing 100 million downloads just a year after its release, while Zenless Zone Zero, the company’s new post-apocalyptic cyberpunk dungeon crawler, hit 5 million downloads and raked in $24.6 million in revenue just five days after launch, outperforming both Genshin Impact and Honkai: Star Rail.
Inside the HoYoverse: What drives its success
Founded by friends united by their passion for tech and ACG (Animation, Comics, Games), HoYoverse operates under the motto “Tech Otakus Save The World.” They firmly believe in the power of otakus (a Japanese term that essentially means someone who’s deeply devoted to their hobbies—kind of like “geek” in English) and develop games specifically for an otaku audience, leveraging the popular Bilibili platform to drive their revenue. HoYoverse games are free to play and incorporate microtransactions, allowing players to use real money to purchase in-game currency. But rather than the oft-derided “pay-to-win” model, HoYoverse players can pay for characters and skins (term used for in-game outfits) they find aesthetically appealing.
A key element of HoYoverse’s global success is its ability to resonate with non-Chinese and Western audiences through impeccable localization. In the past, many Chinese developers focused on their home market first, with foreign localization a minor concern. However, HoYoverse places significant emphasis on this aspect to make the content more accessible and engaging for a global audience.
“Specifically, when it comes to Chinese pop culture references or memes, we find suitable English alternatives or create our own based on the context or setting of the game. For example, there is an in-game achievement that pays tribute to a song by Jay Chou, a well-known singer among Chinese speakers. Obviously, this reference would be lost on the average English reader if translated literally. Therefore, we translated it as ‘Sweet Pom-Pom O’Mine’ as a tribute to the classic rock song by Guns N’ Roses. This name not only mirrors the original authorial intent but also hints at this specific achievement’s connection to Pom-Pom.”
– HoYoverse Developers’ interview, PLAY magazine
Additionally, HoYoverse cleverly taps into local cultural moments to engage the community and boost awareness of their games. In a Vero-led campaign, the gaming company collaborated with the Tourism Authority of Thailand (TAT) during the Loy Krathong Festival 2023—a celebration where Thais offer floral tributes to the water deity. At the event held at Phadung Krung Kasem canal, they seamlessly aligned the then-ongoing in-game story of the Hydro Archon (the God of Water) with this cultural occasion (water deity). Attendees could participate in various activities to redeem exclusive merchandise, making the experience both immersive and memorable.
“As the game introduced its in-game nation, Fontaine, the nation of the Hydro Archon we saw an opportunity to bring it closer to Thai consumers by collaborating with TAT as part of their Loy Krathong festival along the Phadung Krung Kasem canal. During the event, we created missions that encouraged Travelers and Thai consumers to explore the festival’s charm and gave them a chance to win exclusive Genshin Impact merchandise. The event received tremendous support from the community, with fans not only participating in the missions but also cosplaying as in-game characters to enhance their experience.”
– Chinchote Sukonthotok, Account Director, Thailand who consults HoYoverse on Genshin Impact
Though not the first to enter the gaming scene, HoYoverse has undoubtedly raised the bar for Asian developers, showcasing how building on existing game elements and blending foreign media and culture can lead to fresh, innovative concepts. Competitors like Wuthering Waves by Kuro Games and Reverse: 1999 by Bluepoch continue to build on this foundation, proving that this approach is not only sustainable but a formula for success.
Strategies to master the gaming arena
HoYoverse’s success offers valuable lessons for other gaming brands looking to make their mark on the global stage.
- Tap into the passion of otakus and gaming geeks. One could start by finding out which aspects or characters in the game are fan favorites or have become running jokes or memes in the community. This could potentially be a great starting point for the content. On top of that, embracing user-generated content (UGC) is a fantastic way to build engagement. Hosting fan art competitions or spotlighting fan creations on your official social channels not only fosters a sense of community but also shows that you’re tuned in to what fans love. By tapping into the enthusiasm of passionate gamers, geeks, and fans of ACG (Animation, Comics, Games), brands can build a loyal and highly engaged audience. Fostering a sense of belonging within these subcultures creates a foundation for long-term success, as these communities often drive organic growth through word-of-mouth and fandom activities.
- Understand and embrace cultural nuances. HoYoverse has mastered this by investing heavily in localization, ensuring that in-game content is not only translated but also culturally relevant to different markets. From creatively adapting jokes and references to tailoring events that align with local traditions, HoYoverse makes international players feel at home in their games. For gaming brands, investing in robust localization strategies—where humour, idioms, and pop culture references resonate with global audiences—can help build deeper connections and foster a strong sense of community across diverse regions.
- Design games that reward skill over spending. Allow players to purchase items that enhance their gaming experience aesthetically or emotionally, rather than just providing competitive advantages. This approach can create a more enjoyable and fair gaming environment, encouraging players to spend money on things they genuinely enjoy. Case in point: In HoYoverse game communities, veterans and guide creators often advise low-budget players to invest only in characters they truly love.
- Integrate your brand into key cultural moments. Collaborations with local organizations, cultural celebrations, and festivals offer a unique opportunity for gaming companies to connect with regional audiences, making their games feel more relatable and personalized. These real-world tie-ins boost brand visibility and create a lasting impact on players, who feel a greater connection to the game and its world. Great examples HoYoverse has pulled off also include Genshin Impact’s collaboration with KOI Thé, the popular milk tea brand, and Honkai: Star Rail’s collaboration with the Chicken Club, which attracts fans to visit these F&B restaurants for limited-time goodies that come along by buying a collaborated themed F&B.
- Collaborate with brands that speak your audience’s language. A good example of HoYoverse’s marketing prowess is its clever collaborations with popular F&B brands. Take Genshin Impact’s team-up with KOI Thé, a beloved milk tea brand. Fans flocked to KOI Thé branches to grab limited-edition goodies with their drinks. Similarly, Honkai: Star Rail joined forces with fast food chain restaurants across the world, creating a fan frenzy as players visited the restaurant for exclusive, collaboration-themed items bundled with their meals. These partnerships are genius—they not only tap into fans’ passion for the game but also drive real-world foot traffic to partner brands.
- Meet gamers beyond the screen. There are events happening year-round that pull these communities together—think live e-sports tournaments, watch parties, conventions like the Thailand Game Show, Comic Con or even developer-hosted events like HoYofair by HoYoverse. Getting on the ground gives you a front-row seat to the culture’s creativity, energy, and diversity.
- March your merch! Gamers and merchandise are a match made in digital heaven. Gamers love merch because it’s one of the few tangible links they can have to the virtual worlds they spend so much time in. It’s also a prime opportunity to flex your creative marketing muscles—merch comes in all shapes and sizes: apparel, standees, action figures, plushies, posters, phone stands—you name it. And here’s the kicker—merch has consistently been a cash cow for games. Just look at how Pokémon and Angry Birds have turned their merch into massive revenue streams.
ABOUT THE AUTHOR
Chanon Raopanya consults on integrated communications and marketing strategy for tech brands and FMCG clients such as Intel, Trend Micro, SONOS, Fatboy Izakaya and Spotify. As a tech, design and gaming enthusiast, he delights in the fun concepts and designs he encounters around town, as well as innovative ideas tech industries have come up in recent products and services.
