World of Warcraft Returns to China After Hiatus
NetEase, a prominent figure in China’s gaming scene, has declared the imminent return of fan-favorite titles like World of Warcraft to the Chinese gaming market this summer. This announcement follows the termination of their 14-year partnership with game publisher Activision Blizzard last year, driven by disagreements over intellectual property rights. The dissolution of this longstanding collaboration sparked significant concern among Chinese gamers, who feared losing access to their cherished games.
To operate in China, games must secure licenses from the government and partner with a local publisher. The rift between NetEase and Activision Blizzard escalated into a legal dispute, but tensions eased after Microsoft acquired Activision Blizzard for a staggering $69 billion in October last year.
Johanna Faries, president of Blizzard Entertainment, expressed appreciation for the steadfast support of the Chinese gaming community and pledged to reintroduce Blizzard’s iconic titles to Chinese players with unwavering commitment and excellence. Among the games slated for a comeback are Hearthstone, Warcraft, Overwatch, Diablo, and StarCraft franchises.
China stands as the world’s largest online gaming market, with domestic revenue hitting $42 billion by the end of last year. NetEase, ranked as the country’s second-largest video game company by revenue after Tencent, holds a significant foothold in this thriving industry.
In a bid to strengthen collaboration, Microsoft and NetEase announced plans to explore the introduction of new NetEase titles to Microsoft’s gaming platforms, including Xbox consoles. Phil Spencer, CEO of Microsoft Gaming, emphasized their dedication to broadening gaming accessibility on a global scale.
Nevertheless, China’s gaming sector has faced regulatory challenges. In 2021, authorities implemented restrictions limiting online gaming for individuals under 18 to one hour on Fridays, weekends, and holidays. Additional measures aimed at curbing in-game purchases were introduced later in the year. However, recent developments indicate a potential relaxation of China’s strict gaming regulations, signaling a shift away from stringent measures intended to address concerns about excessive gaming behavior, as highlighted by regulators.
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