Senior Publishing Strategist, North America

HoYoverse is seeking a strategic, insights-driven publishing professional to support the launch and growth of our upcoming UE5 open-world flagship title in North America.

In this role, you will help shape our publishing and market strategy from the earliest stages of development, defining target audiences, positioning frameworks, and player segmentation that influence how the game is built, not just how it is marketed. You will collaborate closely with global publishing, development, and research teams to translate player insights into actionable strategies that drive engagement and inform every phase of go-to-market planning.

This is a rare opportunity to join early in the product lifecycle, validate gameplay hypotheses, and define how millions of players will experience HoYoverse’s next-generation title.

 

Key Responsibilities

Publishing Strategg&Marketing Planning

• Support the development and execution of the North America publishing strategy for HoYoverse’s upcoming UE5 open-world title from early testing to launch and live operations.
  
  
• Define player segmentation, target audiences, and positioning frameworks early enough to influence product direction and feature prioritization.
  
  
• Partner with cross-functional teams to validate gameplay hypotheses through structured player testing and feedback loops.
  
  
• Translate insights from early research into go-to-market plans and long-term publishing roadmaps, grounded in player behavior, category trends, and competitive dynamics.
  
  
• Collaborate closely with headquarters and other regional teams to ensure local strategies align with global vision while resonating with North American players.

Consumer Insights & Player Research

• Lead consumer and player research programs to uncover motivations, behaviors, and preferences across North American audiences.
  
  
• Develop frameworks for player segmentation, focus testing, and community feedback, combining qualitative and quantitative approaches.
  
  
• Work cross-functionally with development and creative teams to integrate insights into product and marketing decisions, bridging player experience and brand storytelling.

Brand & Growth Strategy

• Shape the brand identity and communication approach for the North American market, balancing global consistency with local cultural relevance.
  
  
• Partner with creative, media, and influencer teams to design and execute cross-media campaigns across entertainment, social, and content platforms.
  
  
• Support user growth, retention, and re-engagement strategies using data-driven experimentation and innovative engagement models.
  
  
• Continuously monitor campaign and market performance, translating analytics and feedback into actionable recommendations.

Business Planning & Performance Analysis

• Contribute to pre-launch and live-ops forecasting, including opportunity sizing, KPI tracking, and prioritization.
  
  
• Partner with internal finance, analytics, and strategy teams to evaluate ROI and optimize publishing resources.
  
  
• Provide data-backed insights and scenario analyses to inform regional and global strategic decisions.

 

Qualifications

• 5+ years of experience in game or entertainment publishing within North America, preferably including pre-launch and live-ops strategic planning.
  
  
• Proven experience supporting Asian or global entertainment IPs in U.S. market entry, with emphasis on consumer insight-driven strategy development.
  
  
• Deep understanding of North American player behavior, segmentation, and genre trends.
  
  
• Experience designing or applying player feedback and testing frameworks to guide marketing and product development decisions.
  
  
• Strong analytical and storytelling skills, able to connect data, creativity, and strategy.
  
  
• Excellent cross-functional collaboration and communication abilities within a global organization.
  
  
• Self-starter with a hands-on, adaptable mindset, comfortable working in a fast-moving and evolving environment.