Modularizing Emotion: The Rise of China’s Eryou Games and the Logic of the Emotional Engine

Abstract

This thesis explores the rise of Chinese Eryou (anime-style) mobile games from 2016 to 2024, focusing on how developers used emotional design to achieve rapid catch-up and global success. Using a dual-layered framework—Game_C (core mechanics) and Game_B (community and culture)—the study introduces the concept of an “Emotional Engine”: a modular system that integrates player emotions into gameplay, narrative, and fan interaction.Through case studies like Onmyoji and Genshin Impact, the thesis shows how emotional triggers such as gacha systems and character progression create structured player engagement. These emotions are amplified at the community level through co-creation and shared cultural practices. Rather than copying Japanese models, Chinese developers pioneered a new emotional design paradigm, enabling them to dominate both domestic and international markets. This research contributes to game and innovation studies by highlighting how affective design can serve as a driver of industrial upgrading and cultural influence.