A Comparative Study on Glocalization Strategies in Online Games

The Cases of Genshin Impact and Princess Connect! Re:Dive

Abstract

As digital content continues to globalize, online games have emerged as a key industry, driving the rapid expansion of international markets. Understanding how online game companies balance globalization and localization is essential for sustainable growth. This study examines the internationalization strategies of two major online games: Genshin Impact (developed by miHoYo, China) and Princess Connect! Re:Dive (developed by Cygames, Japan). Their global expansion approaches are analyzed using the 4P marketing mix framework—Product, Price, Place, and Promotion. Genshin Impact employs a global design strategy, integrating diverse cultural elements while maintaining a consistent game structure across markets. In contrast, Princess Connect! Re:Dive follows a multi-domestic strategy, tailoring game content and marketing efforts to local preferences. These strategic differences are shaped by corporate objectives, market dynamics, and national policies. This study highlights the importance of glocalization—the balance between global standardization and local adaptation—in addressing diverse market demands. By comparing these two cases, this research provides valuable insights into how game companies can optimize their internationalization strategies while effectively balancing globalization and localization. The findings contribute to a deeper understanding of the global gaming industry and offer practical implications for developers and publishers seeking to strengthen their presence in international markets.