miHoYo's AnuNeko Shut Down Within a Year, Validating a Harsh Reality with Data

According to industry estimates, from its launch in 2023 until its shutdown in July 2024, AnuNeko accumulated fewer than 150,000 registered users, with peak daily active users never breaking 3,000. Meanwhile, miHoYo's single-month marketing spend on Genshin Impact and Honkai: Star Rail during the same period exceeded 200 million yuan. An AI chat product backed by a top-tier game IP, with a team of about 30 people, ultimately couldn't even survive one quarter.