首月流水2.39亿美元，《原神》的发行策略是什么？

2020年9月28日，米哈游的《原神》在全球包括移动端、PC端和PS4平台高调上线，游戏上线当天成功取得中国App Store畅销榜第二的成绩，并闯入全球60个国家/地区的免费榜Top 10。游戏在10月全球流水高达2.39亿美元，且在10月底拿下包括美国、加拿大、韩国、新加坡、印尼、德国等国畅销榜榜首。
On September 28, 2020, MiHoyo’s “Genshin Impact” was launched on mobile, PC and PS4 platforms worldwide, and the game successfully achieved the second best-selling result in China App Store on the day it was launched, and broke into the Top 10 of free charts in 60 countries/regions worldwide. At the end of October, it took the top spot on the best-selling charts in countries including the United States, Canada, South Korea, Singapore, Indonesia and Germany.

《原神》取得如此之大的成功很大程度得益于其选择的发行策略。笔者认为，《原神》的发行策略简单来说可分为两部分：一是全球同步，多端打通；二是针对不同区域特点进行差异化营销，直击目标用户。
The success of “Genshin Impact” is largely due to the distribution strategy it chose. In my opinion, the distribution strategy of “Genshin Impact” can be simply divided into two parts: firstly, global synchronization and multi-platform access; secondly, differentiated marketing for different regional characteristics to directly hit the target users.

·为什么要做全球多端发行？
这个问题用一句话说明，正是由《原神》这款游戏的特点决定的。

一方面是这款游戏的开发成本非常高，游戏负责人曾在访谈中提到，《原神》的开发成本超过1亿美元，那么在市场宣发时“如何保证快速、稳定回本”就是考虑的重点。做到这一点，主要有两种方法：一是提高抽卡单价，二是扩大用户基数（《原神》的5星角色和装备定价远高于其他同类二次元RPG游戏，约为1600元/个）。
On the one hand, the development cost of this game is very high, the game director has mentioned in the interview, “Genshin Impact” development co