Research on Marketing and Innovation Strategies in China's Gacha Game Industry--Taking MiHoYo Company as an Example

With the rapid development of technology and the popularization of the Internet in China, the mobile gaming industry has become a popular segment of the Internet sector in China. As a part of the mobile game industry, gacha games have been developing rapidly in recent years. As one of the world's leading developers of gacha games, MiHoYo, with its unique marketing strategy and innovation ability, has made remarkable achievements in the highly competitive game market. This report analyzes the success path of MiHoYo from the dimensions of marketing and innovation. The results show that MiHoYo's differentiated marketing strategy has effectively attracted target user groups. This success is due to refined positioning and innovative promotional methods. MiHoYo’s emotional resonance marketing has also strengthened user stickiness and brand loyalty. It achieves this by fostering emotional connections with users. Regarding innovation, MiHoYo has diversified its revenue sources through a new business model. Continuous product iteration and optimization have improved the user experience and consolidated MiHoYo’s market position.