Blizzard Entertainment will collaborate with China’s NetEase to bring its blockbuster game titles back to the mainland Chinese market this summer, renewing a partnership that ended more than a year ago.
The renewed deal includes Blizzard games World of Warcraft, Heathstone, and other titles in the Warcraft, Overwatch, Diablo and StarCraft universes, according to a statement by the U.S. videogame giant, Microsoft Gaming and NetEase on Wednesday. The detailed relaunch plans will be shared at a later date, the companies said.
NetEast’s shares rose 2.0% to 160.60 Hong Kong dollars (US$20.51) in early trade after the news, taking gains to 14% so far this year.
Blizzard has been collaborating with NetEase since 2009, bringing its blockbuster titles to the world’s largest video gaming market by revenue. The 14-year partnership ended in January 2023 and NetEase rejected a proposed extension of six months, calling the terms unequal and unfair. With the renewed collaboration comes an opportunity for mutual growth and expansion in the gaming market, setting the stage for an exciting return.
Returning Blizzard’s legendary games to players in China while exploring ways to bring more new titles to Xbox demonstrates our commitment to bringing more games to more players around the world, said Phil Spencer, chief executive of Microsoft Gaming.
The deal renewal would have limited financial impact on NetEase in the near term, an analyst commented, indicating a potential positive trajectory for both companies and gamers alike. This collaboration signifies a significant stride in navigating the ever-evolving gaming landscape and catering to the diverse needs of players globally.
Chinese regulators have heightened scrutiny in the gaming sector, emphasizing the importance of collaborations with local distributors for foreign titles. Microsoft Gaming and NetEase’s agreement to explore opportunities for NetEase’s game titles on Xbox consoles and other platforms showcases a promising partnership that could lead to enhanced gaming experiences for a broader audience worldwide.
The gaming industry’s landscape continues to evolve rapidly, and the renewed collaboration between Blizzard Entertainment and NetEase marks a pivotal moment in providing innovative gaming experiences to enthusiasts worldwide. Stay tuned for further updates on the relaunch plans and upcoming game releases that are sure to captivate gamers and industry enthusiasts alike.
