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Genshin big business3/26/2023 An upcoming Ufotable anime collaboration is likely to attract even more fans to the game. The company rebranded its international branch from Mihoyo to Hoyoverse in February, and has since collaborated with brands ranging from fast food chains such as KFC China to Cadillac. Hoyoverse’s world-building for Genshin Impact, both in-game and in its growing metaverse business, has spared no expense in providing immersive experiences for fans across its Asia and global servers. Also opaque are the decision-making processes for inclusivity for regions other than Liyue. But preview commentary largely did not address these cultural influences, instead relegating such character descriptions to in-game combat and story roles. Sumeru characters’ designs have visual references to Amazigh, Nubian, and Persian textiles and accessories. But when describing Sumeru’s respective in-game regions, comparisons to real-world similarities were absent from developer commentary. When the Genshin Impact team discusses a Liyue-based character that they’ve put particular effort into, such as opera singer Yun Jin, they describe culturally specific research and writing that went into the development process. As a result, the studio’s relationship with players is far more informal compared to high-atop-a-stage announcements that AAA gaming companies typically use for previews. It’s an ingeniously down-to-earth, personable marketing approach. Environmental team members explained puzzles and interactive elements, like grappling points accompanied by the sound of shooting vines. Combat designers discussed new enemy mechanics. He then allowed on-screen time on the broadcast for developers who put together the nuts and bolts of the update. In introducing Sumeru in Genshin’s 3.0 update, Liu began with a chat with Genshin writing lead Xiao Luohao, asking questions as a collegial friend would over coffee, using the term “classmate” to refer to his subordinates. Liu’s cheery, infectiously enthusiastic interviews with his colleagues, conducted in elaborate sets based on in-game locations, offer detail about new game mechanics with the staffers that made such changes. Key patch notifications such as region launches are emceed by Hoyoverse founder Liu Wei, who interviews various team leads under the pen name Da Wei. On these occasions, leadership at Hoyoverse borrow the mic from the game’s voice actors and announce update details between standard six-week patches. As Hoyoverse’s directors and writers journey away from tried-and-true fantasy role-playing game environments inspired by Europe and East Asia, they expose storytelling limitations of stereotype over-reliance and callous usage of real-life history.įor each of the game’s major updates, Genshin’s developers take the wheel of key content preview streams. Inazuma, a pseudo-Japanese shogunate, and Sumeru, which blends Middle Eastern and South Asian cultural references, art direction, and language allusions put the game in close proximity to tense real-world racial and political issues. However, this attention to detail is not universal. The world and its story remain free to explore, showcasing ambitious visual triumphs of landscapes inspired by locations in the real world. Now entering its third year, the open-world adventure game’s attention to detail has drawn fans - and their wallets - into the gacha system. Through design and musical compositions, the developers at Hoyoverse paint a fantasized facsimile of Guangdong, Xiamen, or port cities of China’s southern provinces.įor all the effort that Chinese state propaganda puts into showcasing traditional Chinese landscapes, tourism agencies may have been outdone by a video game. As the sun sets over the mountain ranges that overlook the city, the slow duet of erhu and harp music enlivens the landscape. Should the player wish, they may partake in Sichuanese-inspired water-boiled fish at a restaurant where player-character Xiangling cooks. Colorful koi swim in tranquil lotus ponds on a terrace above the meticulously constructed city. Tantalizing food stalls selling bubbling, spicy hot pot adorn the streets of Genshin Impact’s Liyue Harbor.
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