MiHoYo's Xie Qiliang Leaves: Joined for 6 Years, Formerly Head of Marketing for "Genshin Impact" | Exclusive from 36Kr

Text | Guofu

36Kr has exclusively learned that Xie Qiliang (Maikou), the marketing director of miHoYo's Genshin Impact, has officially announced his departure within the company due to personal reasons and career development plans.

36Kr Games verified this news with miHoYo. The official said that Maikou has submitted his resignation due to personal reasons and career development plans. The company is very grateful for Maikou's contributions over the past six years and wishes him all the best in his future development.

Xie Qiliang (Maikou)

Xie Qiliang once worked at NetEase as the main marketer for Identity V. He then joined miHoYo in early 2020, responsible for the domestic market business - at that time, Genshin Impact was approaching its public beta, and miHoYo was continuously recruiting talents.

Since its launch in 2020, Genshin Impact has produced many successful marketing cases in the market. For example, the collaboration with KFC directly created a phenomenon - level offline event. After the song "Divine Damsel of Devastation" became a huge hit, they immediately collaborated with Sanxingdui to continuously promote Chinese culture through content. Genshin FES was reported by People's Daily last year. Moreover, Genshin Impact can be seen in almost all fields related to daily life scenarios. Meanwhile, Xie Qiliang also served as the producer in charge of promoting the animation - related business of Genshin Impact.

The collaboration between Genshin Impact and KFC once attracted a large number of players to participate in offline activities

It is worth mentioning that as one of the core members of the Genshin Impact project team, Xie Qiliang is also a well - known figure among players.

Perhaps Xie Qiliang's departure is because Genshin Impact has entered the next long - term operation stage.

In the past two years, Genshin Impact has not received as much attention as before, and the project team has become more low - key. The overall long - term marketing strategy has changed. After the departures of top old employees like Chen Zhiyi and Xie Qiliang, this product may be affected to some extent.

This article was first published on "36Kr Games".