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Digital games, virtual idols, and market success : Genshin Impact and Yun Jin / Xiao Lu.
- Format:
- Book
- Author/Creator:
- Lu, Xiao, active 2023, author.
- Series:
- SAGE Business Cases.
- Sage business cases
- Language:
- English
- Subjects (All):
- Video games--Marketing--Case studies.
- Video games.
- Video game characters--Case studies.
- Video game characters.
- Consumer behavior--Case studies.
- Consumer behavior.
- Physical Description:
- 1 online resource.
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2023.
- 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.
- Notes:
- Description based on XML content.
- ISBN:
- 1-0719-1580-0
- 9781071915806
- OCLC:
- 1382591539
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