PlayStation x HoYoverse
Architecting a Portfolio
2019-PRESENT
I directed PlayStation's global partner marketing strategy across Genshin Impact, Honkai: Star Rail, and Zenless Zone Zero — scaling a new partnership into a top-tier driver of platform loyalty and live-service revenue
3
Global Titles
9
PlayStation Awards
2
Hardware Campaigns
The Opportunity
HoYoverse entered the PlayStation ecosystem with Genshin Impact in 2020 (PS4). Its success created the opportunity for a broader publisher relationship, but each subsequent franchise introduced different audiences, release cadences and stakeholder requirements.
As Honkai: Star Rail and Zenless Zone Zero entered the pipeline, the challenge was to avoid rebuilding alignment for every title. PlayStation needed a shared partner model that preserved each franchise’s distinct strategy while carrying forward knowledge, processes and trust.
Strategic Pillars
The goal was not to make the three live service titles look the same. It was to create an operating system while giving each title a distinct voice on the PlayStation platform.
PILLAR A: Establish a Co-Marketing Ecosystem
Standardize the relationship, not the creative or messaging
Create processes that work for both companies - asset SLAs, localization approach, audience segmentation, cadence, and prioritization across titles
PILLAR B: Approach Each Title Uniquely
Anchor, expand and prove repeatability rather than forcing only one campaign formula
PILLAR C: Extend Value Beyond Launch
Closely monitor player behavior - retention, churn, spend habits - to refine the system and optimize marketing campaigns and audience segmentation
Scaling the Portfolio
From One to Three Blockbusters
The relationship expanded in stages. We carried forward partner knowledge and a reusable operating model while positioning each franchise for a distinct audience and role within the portfolio.
GENSHIN IMPACT - 2020
Opened the relationship and established HoYoverse on PS4.
HONKAI STAR RAIL - 2023
Extended the partnership to a second global franchise and a distinct turn-based RPG PS5 audience.
ZENLESS ZONE ZERO - 2024
Demonstrated a repeatable partnership model across a third title without imposing a common campaign formula.
Deepening The Partnership
Audience Migration
In 2025, led a joint campaign designed to move established Genshin Impact players from PS4 to PS5 ahead of the end of PS4 support in April 2026.
Outperformed the approved migration forecast.
Hardware Campaigns
Expanded the relationship beyond software marketing through a regional (Japan, China, broader Asia) Genshin Impact PS5 bundle (2024) and a limited-edition DualSense (2026).
Both PS5 bundles and DualSenses sold through within weeks.
Business Impact &
Strategic Legacy
Leadership Role
PlayStation Validation
Organizational Legacy
9 official PlayStation Award recognitions across 2021–2025.
Genshin Impact received the inaugural Excellence Award, alongside continued recognition across the broader HoYoverse portfolio.
Directed global marketing strategy and served as the primary stakeholder for all HoYoverse partner relations and joint commercial initiatives
Championed Genshin Impact PS5 hardware bundle & Limited Edition DualSense
Architected scalable partner operations models, setting a new internal benchmark for onboarding and managing tier-one live-service publishers.
The HoYoverse relationship became a reference point for subsequent Asia-based partner planning.