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MiHoYo launches cross-media brand HoYoverse

Genshin Impact studio to create "a virtual world that integrates games, anime, and other diverse types of entertainment"

Genshin Impact developer MiHoYo has announced the creation of a cross-media brand called HoYoverse.

In the announcement, the Chinese studio's co-founder and CEO Haoyu Cai said HoYoverse's mission is to create a "virtual world that integrates games, anime, and other diverse types of entertainment, which will provide players with a high level of freedom and immersion."

The details are scarce at this stage but the post mentioned the studio's existing offering including games Genshin Impact, Honkai Impact 3rd, and Tears of Themis, but also virtual YouTuber Lumi and its Nova Desktop App, as well as "anime, manga, light novels, and music, among others."

"We will continue to focus on long-term operation strategies, consistent technical research, and innovation in a variety of fields, including artificial intelligence, cloud computing, and pipeline construction, to ensure that sufficient content is created to meet the expectations of players worldwide for a virtual world experience," Haoyu Cai continued.

HoYoverse is to pursue its cross-media efforts via offices in Montreal, Los Angeles, Singapore, Tokyo, and Seoul, the announcement concluded.

The Montreal office was opened at the end of last year, with plans to employ 100 staff by 2024.

MiHoYo's hit Genshin Impact generated $2 billion in worldwide player spending within its first year on mobile.

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