NetEase's Marvel Rivals: A Near-Miss Cancellation and the Shifting Sands of NetEase's Strategy
NetEase's Marvel Rivals has been a resounding success, attracting ten million players within three days of its launch and generating millions in revenue for the developer. However, a recent Bloomberg report reveals that NetEase CEO William Ding nearly canceled the game due to reservations about utilizing licensed IP.
This report sheds light on NetEase's current strategic shift. Ding is implementing cost-cutting measures, including job reductions, studio closures, and a withdrawal from overseas investments. The aim is to streamline the company's portfolio, addressing recent growth stagnation and bolstering its competitive position against industry giants like Tencent and MiHoYo.
This restructuring nearly resulted in the cancellation of Marvel Rivals. Sources indicate Ding's reluctance to pay licensing fees for Marvel characters led him to push for original character designs. The attempted cancellation reportedly cost NetEase millions, yet the game proceeded to launch and achieve remarkable success.
Despite this triumph, the restructuring continues. The recent layoff of the Marvel Rivals Seattle team, attributed to "organizational reasons," underscores this ongoing process. Furthermore, Ding has halted investments in overseas projects after previously making significant investments in studios such as Bungie, Devolver Digital, and Blizzard Entertainment. The report suggests Ding prioritizes projects with the potential to generate hundreds of millions in annual revenue, although a NetEase spokesperson denied the existence of arbitrary revenue targets for new game viability.
Internal challenges at NetEase are also highlighted in the Bloomberg report, focusing on Ding's leadership style. Sources describe his volatile decision-making, pressure on staff to work excessive hours, and recent appointments of recent graduates to high-level leadership positions. The frequency of project cancellations is so significant that NetEase may not release any new games in China next year.
NetEase's retreat from game investments coincides with a period of widespread uncertainty in the global gaming industry, particularly in Western markets. Recent years have witnessed numerous layoffs, cancellations, and studio closures, alongside high-profile game failures despite substantial investment and high expectations.
