Digital games, virtual idols, and market success : Genshin Impact and Yun Jin /

This case examines how the gaming company miHoYo has used Chinese opera traditions to create a unique female character in the popular game Genshin Impact. The presentation of Yun Jin, combining modern beauty ideals with Chinese elements and using multiple languages on social media and video platform...

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Bibliographic Details
Main Author:	Lu, Xiao, active 2023 (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2023.
Series:	Sage business cases.
Subjects:	Video games > Marketing > Case studies. Video game characters > Case studies. Consumer behavior > Case studies. Consommateurs > Comportement > Études de cas. Consumer behavior Video game characters Video games > Marketing Electronic books. Case studies
Online Access:	Connect to the full text of this electronic book

Description
Summary:	This case examines how the gaming company miHoYo has used Chinese opera traditions to create a unique female character in the popular game Genshin Impact. The presentation of Yun Jin, combining modern beauty ideals with Chinese elements and using multiple languages on social media and video platforms, has attracted players and fans around the world. As a transnational game character, Yun Jin integrates traditional Chinese forms into modern design aesthetics as an innovative marketing model also incorporating localization strategies. This case enables students to learn about the importance of virtual idols in the gaming world, localization techniques for international appeal, and the marketing challenges a character such as Yu Jin faces in engaging a wide audience in foreign markets.
Physical Description:	1 online resource.
ISBN:	9781071915806 1071915800