MiHoYo, maker of hit game Genshin Impact, creates metaverse brand amid global expansion
- MiHoYo, which employs 4,000 people globally, is recruiting 70 new positions in content production, marketing and programming for the new metaverse brand
- The Shanghai-based company was the third-largest Chinese mobile game publisher in January, behind Chinese tech giants Tencent Holdings and NetEase
Chinese video gaming firm miHoYo, developer of hit action role-playing game Genshin Impact, has launched a global metaverse brand called HoYoverse, in the latest sign that tech firms in China are embracing the virtual world.
“Our mission in establishing HoYoverse is to create a vast and content-driven virtual world that integrates games, anime, and other diverse types of entertainment, which will provide players with a high level of freedom and immersion,” Cai Haoyu, co-founder and CEO of miHoYo, said in a statement on Monday.
Cai said the company, founded in Shanghai in 2011, would focus on technical research and innovation in fields such as artificial intelligence, cloud computing and pipeline construction “to ensure that sufficient content is created to meet the expectations of players worldwide”.
MiHoYo, which employs 4,000 people, is recruiting 70 new positions in content production, marketing and programming for the new brand, according to HoYoverse’s career web page. Most of the jobs are based at its overseas offices, which are in Singapore, the US, Canada, Japan and South Korea.
MiHoYo’s main game titles, Genshin Impact, Honkai Impact 3rd and Tears of Themis, helped boost the publisher’s revenue by 52 per cent in January over the previous month, the report said.
The company’s efforts align with the larger trend of Chinese video games increasingly gaining a foothold in overseas markets.