China’s gaming giant NetEase has announced a new deal with California-based Blizzard Entertainment to bring back popular video games such as “World of Warcraft” to the Chinese market. The companies had previously ended their 15-year relationship in 2023, causing disappointment among millions of fans in China. After a year of negotiations, Blizzard and NetEase have now reached an agreement to once again offer games like “World of Warcraft,” “Hearthstone,” and others in the Warcraft, Overwatch, Diablo, and StarCraft universes to Chinese players.
The return of these games is set to begin this summer, with further details to be shared at a later date. William Ding, NetEase’s CEO, expressed excitement about the renewed partnership and the opportunity to continue serving the unique community of players that they have built together. In addition to bringing back Blizzard titles, NetEase has also partnered with Microsoft Gaming to explore the possibility of offering new Chinese titles on Xbox consoles. This collaboration follows Microsoft’s acquisition of Activision Blizzard, one of the world’s largest video game developers, in 2023.
China’s strict regulations on the online gaming industry have led to a crackdown in recent years, with the government aiming to address concerns about gaming addiction among young people. In 2021, China introduced measures that restricted the playing time of gamers under 18 to three hours on weekends and banned them from playing on weekdays. This move was part of a broader effort by Beijing to rein in what it perceives as the excessive influence of major technology companies, particularly in the Big Tech sector.
The partnership between NetEase, Blizzard Entertainment, and Microsoft Gaming signifies a new chapter in the gaming industry in China, where foreign publishers are required to collaborate with local partners to offer games to consumers. The return of iconic games like “World of Warcraft” to the Chinese market highlights the ongoing evolution of the gaming landscape in the country and the importance of partnerships between international and domestic companies to meet the needs of players. The agreement also demonstrates Microsoft’s commitment to expanding its gaming offerings globally and bringing new titles to a diverse audience of players around the world.
The rekindled relationship between NetEase and Blizzard Entertainment marks a significant milestone for the gaming community in China, where fans have long awaited the return of beloved titles that have shaped their gaming experiences. The shared announcement by the companies on NetEase Games’ official Weibo account signifies a renewed sense of collaboration and partnership that aims to provide players with an enhanced gaming experience. As the games are set to return to the Chinese market in the coming months, fans can look forward to reuniting with familiar favorites and exploring new titles that may soon be available on Xbox consoles.
