Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 29 , 10 November 2023


Open Access | Article

Examining User Viscosity in the Mobile Gaming Market: A Case Study of Mihoyo

Chaoyue Yang * 1
1 Capital University of Economics and Business

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 29, 61-68
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Chaoyue Yang. Examining User Viscosity in the Mobile Gaming Market: A Case Study of Mihoyo. AEMPS (2023) Vol. 29: 61-68. DOI: 10.54254/2754-1169/29/20231351.

Abstract

Although the mobile game industry is still growing, its rate has gradually slowed. Due to the background of the Chinese mobile game license crunch, mobile game companies need to adapt their production models and focus on improving user retention. This report begins with a basic introduction to the current situation of the mobile game industry. It then analyzes existing research on user retention and uses Mihoyo as a case study to explore why its user retention rates are higher than other companies. The report provides a reference for other mobile game companies through this case study. The study found that Mihoyo’s competitive advantage in user retention comes from its high-quality products and engagement with platforms that target the same audience. In addition, Mihoyo’s game development approach, which focuses on building intellectual property (IP), encouraging user-generated content, and creating a solid community that fosters a “game-creator-player” relationship, are also critical factors for its success. Other mobile game manufacturers should focus on improving game quality, carefully selecting partners, developing IP across multiple industries, and actively engaging with users.

Keywords

user viscosity, mobile gaming market, Mihoyo

References

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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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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-079-0
ISBN (Online)
978-1-83558-080-6
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/29/20231351
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated