A Preview Livestream, as the name suggests, is a broadcast that takes place prior to a game’s official release or major version update, providing players with an early look at what's coming—new content, features, story arcs, and more. It is the first direct line of communication between a game and its audience, often serving as the most influential moment in the promotional cycle. A well-crafted preview livestream can significantly boost visibility and anticipation, often leading to explosive player engagement and post-release sales.
The Limitations of Traditional Formats
Before I entered the gaming industry, preview livestreams were already in use by major developers, such as Nintendo’s Direct series and Blizzard’s BlizzConline. However, these formats frequently suffered from several shortcomings:
- Lack of cultural sensitivity, making it difficult for global audiences to connect emotionally with the content;
- Monotonous structure and limited interactivity, failing to fully engage viewers;
- Insufficient localization, often relying primarily on English while neglecting the linguistic and cultural nuances of a global player base.
Redefining the Format: The "3-4-11-Multiple-Infinity" Methodology
As a Video Director, I recognized that true change required a systematic, ground-up rethinking of how preview livestreams are conceived and executed. This led me to develop the “3-4-11-Multiple-Infinity” framework—a methodology I’ve designed, tested, and refined across multiple high-profile projects.
3： A Triadic Content Foundation
I deconstruct every livestream through three interconnected lenses:
- Mechanics (game systems and rules),
- Dynamics (player behaviors and reactions),
- Aesthetics (emotional and sensory experiences).
This ensures that every segment is rooted in the actual gameplay experience and resonates with what truly matters to players.
4 ： Player Typologies and Content Personalization
I categorize players into four primary types:
- Achievers,
- Explorers,
- Socializers,
- Killers (based on Bartle’s taxonomy).
Each type is addressed through customized narrative structures and engagement techniques, enabling a broadcast that feels dynamic, relevant, and personalized.
11：Deep Localization
I’ve led and overseen localization in 11 different languages, allowing our livestreams to achieve true global synchronization and cultural fluency—something rarely accomplished in the industry until now.
Multiple：Multidisciplinary Integration
I fuse various artistic formats, including:
- Theatrical staging,
- VTuber performances,
- Documentary storytelling,
- Short-form vertical videos,
- Live interaction elements.
This creates a multi-layered audiovisual experience that immerses and inspires.
Infinity：Total Process Ownership
I personally oversee the entire creative lifecycle—from concept development to post-launch analysis. This ensures that every livestream is not only a cultural moment but also a measurable business success.
Proven Impact and Industry Influence
Unlike incremental improvements seen in other studios, this approach represents a fundamental paradigm shift—one that puts emotional connection ahead of raw information delivery. I don’t just “explain features”; I aim to ignite excitement and build anticipation.
This methodology has been validated across five preview livestreams for Genshin Impact and the debut 1.0 livestream for Zenless Zone Zero, collectively amassing:
- 24 million views on Bilibili,
- 10 million views on YouTube.
The success of these campaigns has significantly reshaped industry norms in China. Although some major studios had experimented with preview broadcasts in the past, they failed to gain traction due to limited format appeal. Since I redefined the preview livestream model at miHoYo in 2022, the format has drawn substantial attention. In 2023, Tencent’s Honor of Kings and NetEase’s Game for Peace launched their own preview livestream series, clearly adopting more interactive structures, deeper localization, and richer content strategies—further confirming that my methodology is now considered a new benchmark within the Chinese gaming industry.