Technology (m) technology (ha) house (you) and Google Play join hands to reap the fruits of success | Google Play Developer Story

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△ Google Play Developer Story: Mihayou and Google Play to create global influence

Players from all over the world join us in adventuring and creating in the world of the game. This interactive atmosphere is also cherished by Mihayou.

—— Wenyi Jin, Head of Overseas Issuance

From the 3D full-view cartoon rendering and infinite branching of Honkai 3, to the love reasoning in the undecided event book, to the open world and strategic battles of the original gods, Mihayou has made a series of actions in the fields of action, text adventure and role-playing. Try boldly. The team used to worry that because of the different game types, it would not be able to cater to the demands of different player groups, but the players affirmed Mihayou’s efforts with a large number of secondary creations and countless player communities. Now Mihayou's official community has more than 20 million fans, and there are more than 5 million subscriptions on YouTube alone.

△ Breakdown 3, Undecided Event Book, Yuanshen, the three games have completely different core mechanisms

Active follow-up and use of Google Play's rich platform features, such as Play Points and App Bundle, is one of the important factors for our success.

—— Chengguo Huang, overseas operations

After players get Play Points, they can use them to buy rich content in Mihayou games. This kind of rewarding platform players also increases Mihayou's paid user retention by about 10%, and Google Play Points membership The performance of data such as payment ratio and consumption ratio are very good, and they can be maintained at 60% or even continue to rise.

△ Use Play Points to purchase rich content in Mihayou games

In order for players to get a better download experience, Mihayou's games are also using Play Assets Delivery. With the optimization of the game package configuration, the overall new registered users increased by 10%-15%.

△ Better download experience can bring better conversion effect

If Play Points and Play Assets Delivery are "normalization" to improve game performance, LiveOps Card is holding "battles" against key activity nodes in the game.

We usually have new events or node configurations for new characters in each game and release event cards, so that existing players can keep abreast of these content updates, and secondly, they can also attract new players.

—— Yu Ling, Overseas Business

Currently collapse 3, undecided event book, and Yuanshen are all using this function. Take Yuanshen as an example. Every time a card is released, it can bring additional traffic exposure of at least 150% or more, as well as a considerable amount of installs, and the conversion rate of effectiveness is above 16%.

△ LiveOps Card released in conjunction with important game nodes

Yuanshen won Google Play’s best game of the year, the most popular game of the year, and the most innovative game of the year in one fell swoop last year. But this group of technologists who are serious about saving the world have already begun to move on to the next chapter. The first is to further improve the localization. There are many foreign employees in the overseas team of the team. They and Chinese employees work hard to polish the game to ensure that players from all over the world can immerse themselves in the game world of Mihayou. In addition, Mihayou is also actively exploring global business, setting up branches in Hong Kong, Japan, Canada, South Korea and other countries and regions, and plans to deploy in the United States and Singapore.

New stories, new adventures, and new worlds may already be not far ahead.