The Way of Game PV Overcomes Cultural and Market Differences for Cross-Cultural Dissemination: Taking the Game PVs of Genshin Impact as Examples

Mengyun Yang

doi:10.54254/2753-7064/46/20242284

Abstract

The globalization of video games requires the use of complex strategies to effectively cross cultural and market differences. This paper examines how the promotion video (PV) strategies of the globally successful game Genshin Impact, developed by miHoYo, achieve cross-cultural dissemination. By exploring the game PV of Genshin Impact, this study examines how storytelling, visual aesthetics and localized marketing approaches were adapted to cater to culturally diverse audiences. This essay also discusses the role of universal themes such as adventure and courage in bridging cultural gaps and fostering global player communities. By examining the interaction of global and local elements in the PVs of Genshin Impact, this paper provides insights for game developers to expand their reach in international markets through the production of game PVs. The findings highlight the importance of cultural sensitivity, adaptive marketing strategies, and the integration of local cultural elements in crafting compelling game promotions for global audiences. This paper also points out the current issues of market differentiation communication and language localization of Genshin Impact’s game PVs and puts forward optimization suggestions. By analyzing the successful experience of Genshin Impact, this study provides valuable references for the cross-cultural communication of other games in the global market through creating game PVs.

Keywords: Game PV , cross-cultural dissemination , market differences , game globalization , cultural adaption

Article Information

Received: 14 September 2024

Published: 27 September 2024

DOI: https://doi.org/10.54254/2753-7064/46/20242284

Article Type: Research Article

Cite this article

Yang,M. (2024). The Way of Game PV Overcomes Cultural and Market Differences for Cross-Cultural Dissemination: Taking the Game PVs of Genshin Impact as Examples. Communications in Humanities Research,46,44-50.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About this Volume

Volume Title: CHR Vol.46

Part of Series: Communications in Humanities Research

ISSN: 2753-7064 (Print) / 2753-7072 (Online)

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