The controversy begins with an agitated player base, dissatisfied with miHoYo’s offerings for Genshin’s anniversary rewards. With raving reviews of Genshin’s groundbreaking gameplay, it quickly became miHoYo’s highest earning game. Particularly, we looked at the social media backlash miHoYo received leading up to Genshin Impact’s first anniversary celebration last September. To understand why, S&S gathered and parsed public social media data related to the issue, and identified the different, competing sentiments of miHoYo’s consumer base. May it be their most recent partnership with Twitch attracting negative criticism, logistical mishaps during their HoYo Fest events in Southeast Asia, or countless social media threads of how people are feeling ‘burnt out’ and tired of playing their games, miHoYo never seems to hear the end of it. MiHoYo as a brand, despite their noble intentions, continues to attract bad press. Sure, they might not be getting trapped in dungeons or falling off cliffs like the young lad but they both share a thing in common - everywhere they seem to go, disaster seems to follow. When it comes to managing events, it seems that game studio miHoYo has been as unlucky as one of their popular characters, Bennett.
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