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Genshin Impact dev miHoYo rebrands to HoYoverse for global audiences

miHoYo rebrands to HoYoverse

We’ve learned Genshin Impact developer miHoYo rebrands to HoYoverse this morning, confirming the new brand is for their overseas players in a new announcement.

Founded back in 2012, miHoYo built their initial fandom with Honkai Impact but really hit worldwide phenomenon status with the 2020-launch of Genshin Impact. now as miHoYo rebrands to HoYoverse, the company is looking to expand their cross-media universe of content.

“Today, we are excited to announce the official launch of our all-new, forward-thinking brand, HoYoverse,” the announcement reads. “The brand aims to create and deliver an immersive virtual world experience to players worldwide through a variety of entertainment services.”

The company added, “The launch of HoYoverse reflects our growing commitment to providing global audiences with immersive entertainment through high-quality, diverse content.”

As noted above, the company will continue to operate as miHoYo in China, where their main development teams are based. The new HoYoverse brand, however, will be used for publishing and developing content overseas, which include new cross-media works and even AI research.

It’s worth noting the official English Genshin Impact site was changed from genshin.mihoyo.com to genshin.hoyoverse.com. The original miHoYo logo was also replaced with the new HoYoverse logo.

“Our mission in establishing HoYoverse is to create a vast and content-driven virtual world that integrates games, anime, and other diverse types of entertainment, which will provide players with a high level of freedom and immersion,” said Haoyu Cai, co-founder and CEO of HoYoverse.

He added, “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.”

Genshin Impact is available and free-to-play on Windows PC (via the Epic Games Store and official website), PlayStation 4, PlayStation 5, AndroidiOS, and coming soon to Nintendo Switch. In case you missed it, you can find our review here (we recommend it!)

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