Nishi Chen, founder of Anan Global, was an early core operator of the Genshin Impact international community at miHoYo. The community became one of Discord's first-ever gaming Partner servers — a designation held by only a handful of servers worldwide.
After miHoYo, Nishi joined NetEase Games' Overseas Community Marketing Team, operating Marvel Rivals and Once Human simultaneously. The Marvel Rivals Discord later surpassed Genshin Impact to become the largest gaming Discord community in the world.
Community converts. Over two months, community operations Nishi led contributed measurable results for a major publisher: +7.6% private domain user growth, 8% payment conversion attributed to community (2× YoY), and $850,000 USD in community-attributed revenue.
Beyond games: Nishi has also operated in European market websites and apps for Xpeng Motors, growth operations for TikTok Lite across Brazil and the Middle East, and regional short video operations for Bigo Technology in India and Indonesia.
Anan Global was founded to bring a methodology proven at the highest level to brands with global ambitions. We don't run broad ad campaigns. We build real communities in the spaces where people who genuinely care about your product category already spend their time.
Bring your title and target markets. We come to the first call with a point of view on platforms, community architecture, and what to do first.
