As HoYoverse grows, so does its ambition beyond gaming

Studio is not just transitioning into a global brand

HoYoverse is a name in gaming you can’t escape these days and with the impending release of Zenless Zone Zero the Chinese developer is once again increasing its global footprint in an effort to become a household name akin to other iconic studios everyone can name off the top of their head. However, that ambition goes further still – it’s a drive that aims beyond “simply gaming,” as the company’s president of global publishing and operations, Wenyi Jin, said at a press tour in Singapore.

Then again, it shouldn’t really be a surprise that a company taking “Tech Otakus Save the World” as an official motto for itself would be grasping for the stars. HoYoverse has now established five global offices on top of its home base in China and it’s not just making video games there – what HoYoverse sees itself as is a full-blown technology company with research projects that all have the goal of improving the experiences of players even further.

We can see some of the early fruits of this in the newest update for Honkai: Star Rail, where guides for characters sourced from HoYoWiki are displayed now – which itself is part of HoYoLaB, the self-made social media/community site/companion app HoYoverse is operating. Player-sourced build data is finding more and more use in both Genshin Impact and Honkai: Star Rail to ease the player experience.

An Asian woman speaking into a microphone held in front of her.
Wenyi Jin presented an update on HoYoverse's current status and its efforts to become a more globalized company. / HoYoverse

One can also point, of course, to the massive success the company is having with HOYO-MiX, its music-focused branch: It’s not just producing one banger soundtrack after another for all the studio’s games – online and offline concerts all over the world have been organized by them with tickets usually selling out in a matter of minutes.

Efforts like HoYoCreators, HoYoFair, and HoYoFest, which are all community-focused, may only seem like marketing tools, but do have other uses: HoYoverse is always hungry for talents and competent community members submitting their projects – be they music, animations, or other things – may find an opportunity to work for the studio waiting on the other end. Chevy, the singer behind the lovely lyrics of galactic superstar Robin, was scouted for the role thanks to the music she submitted to one such community event.

With time, we’ll get to see more of the projects not directly related to HoYoverse’s games, but all the efforts centered on nurturing a healthy community have already paid off: Wenyi Jin presented a number of 65 million social media followers across all channels for the studio’s games with all of its YouTube channels having garnered a mind-boggling 3.18 billion views in total.

If HoYoverse’s tech ventures are even just half as effective, players are in for an exciting ride.

Make sure to check out our interview with Zhenyu Li, the producer of Zenless Zone Zero, for more insights into the new game as well as the changes going on at HoYoverse.

Marco Wutz


Marco Wutz is a writer from Parkstetten, Germany. He has a degree in Ancient History and a particular love for real-time and turn-based strategy games like StarCraft, Age of Empires, Total War, Age of Wonders, Crusader Kings, and Civilization as well as a soft spot for Genshin Impact and Honkai: Star Rail. He began covering StarCraft 2 as a writer in 2011 for the largest German community around the game and hosted a live tournament on a stage at gamescom 2014 before he went on to work for Bonjwa, one of the country's biggest Twitch channels. He branched out to write in English in 2015 by joining, the global center of the StarCraft scene run by Team Liquid, which was nominated as the Best Coverage Website of the Year at the Esports Industry Awards in 2017. He worked as a translator on The Crusader Stands Watch, a biography in memory of Dennis "INTERNETHULK" Hawelka, and provided live coverage of many StarCraft 2 events on the social channels of as well as DreamHack, the world's largest gaming festival. From there, he transitioned into writing about the games industry in general after his graduation, joining GLHF, a content agency specializing in video games coverage for media partners across the globe, in 2021. He has also written for NGL.ONE, kicker, ComputerBild, USA Today's ForTheWin, The Sun, Men's Journal, and Parade. Email: