After a tumultuous fallout last year, Blizzard Entertainment and its long-time Chinese publishing partner, NetEase, have agreed to revive their collaboration, paving the way for the return of iconic gaming franchises like Warcraft, Diablo, and Overwatch to the lucrative Chinese market.
The renewed publishing agreement, announced this week, will see NetEase once again distribute Blizzard’s marquee titles in China, building upon their 15-year partnership. This development comes as a major win for Blizzard, which has faced challenges in the North American market and will now have the opportunity to bolster its global presence.
Significantly, the deal was facilitated by Microsoft, which completed its acquisition of Activision Blizzard in 2023. The tech giant’s gaming division will now explore a broader partnership with NetEase, potentially opening the door for NetEase’s own titles to be brought to the Xbox console and other platforms.
“This renewed publishing agreement with NetEase will allow us to bring back the Blizzard games that Chinese players have come to love,” said Johanna Faries, Blizzard’s general manager. “We’re excited to work closely with the NetEase team to ensure a smooth and seamless relaunch.”
The announcement comes as a relief to Blizzard’s loyal fan base in China, who were left in the lurch when the previous publishing deal between the two companies expired at the end of 2022. The acrimonious split was widely attributed to tensions between Blizzard’s senior leadership, led by the now-departed Bobby Kotick, and NetEase.
However, with Kotick’s departure and Microsoft’s involvement, the path has been cleared for a renewed partnership that promises to revitalize Blizzard’s presence in the lucrative Chinese gaming market. The agreement will encompass Blizzard’s most popular titles, including World of Warcraft, Hearthstone, Overwatch, Diablo, and StarCraft.
“We’re excited to build upon our long-standing collaboration with Blizzard and explore new opportunities to bring even more great games and content to players in China and beyond,” said William Ding, CEO of NetEase.
The relaunch of Blizzard’s games in China is expected to happen sometime this summer, though specific details are still forthcoming. The move represents a crucial step for Blizzard as it seeks to regain its footing in a market that has become increasingly important for the global gaming industry.
