NetEase Games will manage operations for Blizzard’s games, while NetEase’s gaming subsidiary Leihuo Technology will handle the marketing. Credit: Blizzard
NetEase is expected to announce the return of Blizzard to the Chinese gaming market by late March or early April, sources have told local media outlet CoreEsports. The revival of NetEase and Blizzard’s relationship would be a remarkable turnaround after the World of Warcraft developer ended its long-running agreement with the Chinese gaming giant in January last year. The break-up of the two after 15 years working together resulted in acrimony and lawsuits, but they now seem set to repair relations and enter a new agreement.
Why it matters: The player base for Blizzard’s games in China is substantial, and with the added value of its gaming IP, NetEase stands a good chance of securing the rights to develop mobile versions of Blizzard’s titles if the pair resume collaboration.
Details: NetEase Games will manage operations for Blizzard’s games, while NetEase’s gaming subsidiary Leihuo Technology will handle the marketing, according to CoreEsports.
The mobile version of Naraka：Bladepoint, developed by NetEase’s Leihuo 24 Entertainment, is scheduled for release on April 1, aligning closely with NetEase’s announcement of Blizzard’s return to Chinese servers, according to the report. This timing suggests the possibility of a coordinated marketing effort.
As for the specific timing of Blizzard’s return, insiders suggest it will be synchronized with updates to World of Warcraft. In 2024, World of Warcraft has four major updates: version 10.2.5, version 10.2.7, the pre-11.0 version, and version 11.0. Based on this schedule, the earliest potential return of the game to Chinese servers could coincide with the rollout of the 10.2.7 update by the end of March, possibly on the same day as the launch of Naraka: Bladepoint on April 1.
After the return of Blizzard, NetEase’s Leihuo may look to secure the IP rights for World of Warcraft and develop a new mobile version. NetEase has been eager to collaborate with Blizzard on mobile adaptations, with Diablo Immortal being their only joint venture currently available.
NetEase will no longer establish a dedicated firm to manage Blizzard games but will integrate them into the NetEase Interactive Entertainment (another name for NetEase Games) operationally, in a similar fashion to other collaborative gaming titles at NetEase. Notably, Diablo Immortal, the sole ongoing collaborative project between the pair, is also developed by NetEase Interactive Entertainment’s Guangzhou team.
Context: On Jan. 24, 2023, Blizzard’s Chinese servers were shut down, marking the end of their 15-year partnership with NetEase Games in China. Last December, news of a potential revival of the cooperation between the two giants surprised many domestic gamers, given the previously sour ending to their relationship.
Following the shutdown, an estimated three million players of World of Warcraft in China were deprived of access to a game many had enjoyed since childhood, according to US media outlet Rest of World. Additionally, over one million Chinese players sought refunds.
Jessie Wu is a tech reporter based in Shanghai. She covers consumer electronics, semiconductor, and the gaming industry for TechNode. Connect with her via e-mail: jessie.wu@technode.com.
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