1. Release Date and New Features
2. Aggressive Marketing Campaign
3. Market Impact

The globally popular RPG game Genshin Impact is officially set to launch on Xbox on November 20, 2024. This news was announced by Microsoft and HoyoVerse during Gamescom 2024 and significantly expands the game's availability, which is already accessible on PC, PlayStation, and mobile devices.

Release Date and New Features

The Xbox version of Genshin Impact will be offered as part of the Xbox Game Pass service. Although no specific details were made public, it is anticipated that Game Pass subscribers could receive exclusive benefits similar to those found in other games on the service. This could enhance the gaming experience on Xbox and make the console more appealing to a broader audience.

Aggressive Marketing Campaign

Microsoft and HoyoVerse have started preparing fans by launching a major advertisement campaign before the official game release. High-level adverts have been set up in key locations including New York’s Times Square and London, UK, highlighting that Genshin Impact will soon be playable on Xbox along with a QR code for preordering the title. Furthermore, Microsoft UK has organized a pop-up event at Lancaster Place in London, featuring Genshin Impact cosplayers, hands-on demo units, and opportunities for attendees to collect in-game items.

Market Impact

For Microsoft, the acquisition of Genshin Impact on Xbox is a significant step in their ongoing efforts to attract more well-known titles to the platform. The absence of third-party developer support has led to criticism, and the addition of Genshin Impact addresses this issue. Integration into the Xbox Game Pass is likely to attract a fresh audience, especially Gen Z users, who have shown great interest in HoyoVerse games. For HoyoVerse, the Xbox launch represents an opportunity to capture a new audience as the game nears saturation on existing platforms.

The partnership between Microsoft and HoyoVerse expands Genshin Impact's availability and sets the stage for further collaboration, potentially with other HoyoVerse titles like Honkai Star Rail and Zenless Zone Zero.