Gacha is a term traditionally reserved for “pulling” or “spinning for” characters or items in (often free-to-play) mobile games from China, Japan, and South Korea. As one of the most popular “gacha” games ever in the United States, Genshin Impact is forcing players to grapple with a game mechanic long described as “predatory.” In an interview with WIRED, Genshin Impact developer MiHoYo attributed its good fortune to its free-to-play model and presence on PC, PlayStation 4, Android, and iOS. As his roommates cheer him on with cries of “con-tent, con-tent, con-tent,” 10 glowing streamers appear in the sky, each signifying a randomized reward. His mouse hovers over the game’s “Wish” button, which converts in-game currency into chances to receive rare items and playable waifus or husbandos. A group of seven men screaming like lit-up football spectators huddle around a Genshin Impact player at his PC. One recent TikTok video might explain that success. It was the number one mobile game by consumer spend globally in October, according to app analytics company App Annie.

In less than two weeks after its late September release, it grossed over $100 million and took the title of the most popular Chinese release ever in the West.

On the surface, it’s an excellent game, a free-to-play, anime Breath of the Wild, with crowd-pleasing world-building and charismatic characters. Streamers, YouTubers, and TikTokers have glommed onto Chinese role-playing game Genshin Impact like it’s a magic top hat unspooling an endless rope of content.

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