Despite rigorous cost benchmarks, miHoYo expect explosive user growth at critical moments like new version releases and and gacha updates.

We have refined our overseas game product advertising strategies. During app updates and events such as new gacha pools, we utilized Today tag ads and search tag ads, resulting in conversion rates that are approximately 10-20% higher than the market average.

By effectively reducing acquisition costs, we created room for premium pricing in acquiring new users during event periods.

84% higher conversion rate (vs. industry average), 50% MoM impression growth via Search Tab ads, and 55% non-brand installs attributed to Search Tab campaigns. This dual focus on visibility and precision targeting maximized acquisition efficiency, establishing a sustainable competitive advantage.