Growing European Market Presence Through Cultural Creative Adaptation

Challenge

Genshin Impact, an Asian gamedev phenomenon, has conquered the world with its quality and gameplay depth. However, the European market, accustomed to different gaming content presentation, showed a reserved response. Our challenge was complex: preserve the game's unique atmosphere and style while presenting it through imagery and mechanics familiar to European users.

Creative Strategy

We leveraged Mintegral's unique capabilities for precise gamer audience targeting. User behavior analysis enabled us to create three distinct creatives, each revealing a different aspect of the game.

The timeline clearly demonstrates each creative's effectiveness. "Epic Battle" featuring the Raiden Shogun fight peaked at 148,200 clicks, confirming that Western audiences highly value quality action and cinematics. The following "Social Fun" creative with the diving competition maintained audience interest by showcasing the game's lighter, social side. The final "Deep Gameplay" creative, revealing the elemental system, achieved a peak 6% conversion rate, proving that gameplay depth particularly appeals to Western gamers.

This creative sequence presented Genshin Impact as a multifaceted project where everyone finds their niche: from epic battles to social activities and deep gaming systems.

Raiden Battle: Epic Immersion

We reimagined the combat system presentation. Instead of basic gameplay, we created a compelling battle narrative where every moment reveals mechanical depth. The storytelling, familiar to European players from beloved AAA titles, combined with Genshin Impact's unique style, created powerful emotional resonance. Viewers weren't just watching the fight – they experienced it with the character, from the first dodge to the final strike.

Diving Competition: Character Through Humor

We moved away from standard character ability showcases. Instead, we created an entertaining diving competition where each character's personality shines through their behavior. This approach bridged the cultural gap: instead of "just another Asian game," viewers saw vibrant characters with distinct personalities. Humor and light competition created positive game associations.

Elements Guide: Accessible Depth

We structured the complex elemental system as an engaging journey. Each element is shown through practical application, from puzzle-solving to epic combat combinations. This creative particularly resonated with audiences who value gameplay depth. Instead of dry infographics, we created a dynamic guide where each element becomes a world exploration tool.

Overall 3-Month Campaign Results

These numbers tell us something fascinating about European gamers - they're far more open to Eastern gaming experiences than the industry believed. The dramatic growth across all metrics, especially the 225% increase in installations, proves that with the right creative approach, cultural gaming barriers can be transformed into unique selling points.

Key Conclusion

Our campaign proved that proper creative adaptation to cultural context can unlock new markets even for games with distinct Eastern styling. Each creative contributed to overall success: battle creative attracted active players, diving competition created emotional connections, and the elements guide convinced users of gameplay depth.

The key discovery was that European audiences are ready to embrace unique aesthetics and mechanics when presented through familiar cultural codes and with the right emotional messaging.

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