Blizzard Entertainment and NetEase Again: Are Players Convinced?

Recently, Blizzard Entertainment and NetEase announced their collaboration again, sparking widespread controversy and discussion. This renewed collaboration once again places two gaming industry giants in the spotlight, with various complex interests and eager expectations from players lurking behind the commercial partnership.

Focus on the Official Announcement

Blizzard's games will return to the Chinese mainland market starting in the summer of 2024, with Microsoft Games deepening cooperation with NetEase, aiming to introduce NetEase's new games to Xbox phones and other platforms through a strategic partnership.

Blizzard Entertainment and NetEase Again
Blizzard Entertainment and NetEase Again

Aliso Viejo, Redmond, and Hangzhou, Zhejiang Province, China [April 10th, Beijing Time] -- Blizzard Entertainment, Microsoft Games, and NetEase (NASDAQ stock code: NTES, Hong Kong Stock Exchange stock code: 9999) jointly announced today that Blizzard Entertainment's beloved games by millions of local players will gradually return to the Chinese mainland market starting from this summer according to the updated game distribution agreement.

After a year of continuous discussions, Blizzard Entertainment and NetEase are delighted to reach a consensus to continue providing services to Chinese players in the future, reiterating both parties' commitment to delivering an excellent gaming experience.

The updated game publishing agreement will cover various national server games under the previous agreement: "World of Warcraft," "Hearthstone," as well as series games based on the respective game universes of "Warcraft," "Overwatch," "Diablo," and "StarCraft." Building on over fifteen years of cooperation, Blizzard and NetEase are working on a return plan and will announce more details in the future.

In addition, Microsoft Games and NetEase have also reached an agreement to attempt to bring new NetEase games to Xbox and other platforms.

Johanna Faries, President of Blizzard Entertainment, said, "All of us at Blizzard are thrilled to partner with NetEase again to bring outstanding gaming experiences to Chinese players. We are deeply grateful to the Chinese player community for their passion for Blizzard games over the years, and we are committed to bringing our gaming world back to the players with exceptional quality and dedication."
Ding Lei, CEO and Director of NetEase, stated, "We celebrate our collaboration and are delighted to embark on the next chapter on the basis of trust and mutual respect, providing services to our users in this unique community we have jointly built. We will continue to steadfastly focus on delivering more stimulating and creative entertainment experiences. We are pleased to see both parties actively collaborate, encouraging and strengthening cooperation, bringing joy of gaming to the broader community."
Phil Spencer, CEO of Microsoft Games, said, "To reaffirm our commitment to players, Blizzard and NetEase have done an outstanding job. Blizzard's gaming world has been a part of local players' lives for many years. Bringing back Blizzard's legendary games to China and exploring how to bring more new games to Xbox demonstrate our dedication to bringing more games to more players globally.

Cooperation Again: Good or Bad?

First, let's review the history of these two companies. Blizzard Entertainment, as a leader in the gaming industry, has created classics such as "World of Warcraft" and "StarCraft." NetEase, on the other hand, is a significant player in the domestic gaming field, accumulating rich experience and a strong user base in operations. Previous collaborations between the two have been noteworthy but accompanied by some controversies.

Blizzard Entertainment and NetEase Again
Blizzard Entertainment and NetEase Again

The news of this renewed collaboration is seen on one hand as a positive attempt by both parties to further expand the market and enhance game quality. After all, Blizzard Entertainment's operation in the Chinese market has always been closely watched, and NetEase's professionalism in game operations is widely recognized. On the other hand, some are concerned that this collaboration may bring about some negative impacts. After all, previous collaborations between the two have also led to some issues, such as controversial events in game operations and players' doubts about game quality and service.

From a commercial perspective, this collaboration is of great significance to both Blizzard Entertainment and NetEase. Blizzard Entertainment can leverage NetEase's influence and resource advantages in the Chinese market to further expand its influence and user base in China. NetEase can also enrich its game product line and enhance user stickiness and brand value through cooperation with Blizzard Entertainment. However, behind the commercial cooperation, attention must also be paid to balancing the interests of both parties, safeguarding players' rights and interests, and ensuring game quality. This is a critical issue to be addressed in the cooperation process.

However, for players, opinions seem to be divided. On one hand, they hope that this collaboration can bring them better gaming experiences, service quality, and more abundant game content. On the other hand, they also worry about potential problems during the collaboration process, such as instability in game operations and a decline in game quality. Therefore, players hold a cautious attitude towards this collaboration, hoping that both parties can work together to safeguard their rights and gaming experiences.


The collaboration between Blizzard Entertainment and NetEase is undoubtedly one of the significant events in the current gaming industry. While the collaboration between the two parties has attracted attention, it also faces various challenges and controversies. Behind commercial cooperation lies the need to balance the interests of both parties, safeguard players' rights and interests, and ensure game quality. Looking ahead, we hope that both parties can work together to bring better gaming experiences to players, and jointly promote the development