NetEase Games
The video-game development, publishing, licensing and investment division of NetEase, Inc.
Last updated October 9, 2026
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Overview
NetEase Games is the video-game business of NetEase, Inc., a Chinese internet company founded by Ding Lei in 1997. Established as a dedicated gaming operation in 2001, it developed from a China-focused online-game publisher into an international portfolio of internally developed games, licensed properties, publishing relationships, minority investments and wholly owned studios. Its early growth came from massively multiplayer online role-playing games, particularly the Westward Journey series, which helped establish NetEase as one of China's leading game companies. The division later expanded into mobile games, personal-computer titles, console projects and global publishing. NetEase Games has historically combined three approaches. First, it develops proprietary franchises such as Westward Journey Online, Fantasy Westward Journey, Identity V, Onmyoji and Naraka: Bladepoint. Second, it publishes or operates games created by outside partners, including Blizzard Entertainment's games in China during a long-running licensing relationship, Minecraft in China through a partnership with Microsoft and Mojang Studios, EVE Online and EVE Echoes through agreements with CCP Games, and selected third-party mobile and PC titles. Third, it invests in or establishes overseas studios, seeking access to experienced developers and new intellectual property. Its international network has included studios and investments associated with Quantic Dream, Grasshopper Manufacture, SkyBox Labs, Nagoshi Studio, Anchor Point Studios, GPTRACK50, PinCool, T-Minus Zero Entertainment and other development teams. The business became increasingly global during the 2010s. NetEase opened a United States office in 2015, formed a joint venture with Mattel that became Mattel163, invested in Bungie, expanded relationships with European and Japanese developers, and created or backed studios led by veterans of companies including Sega, Capcom, Blizzard, BioWare, Bethesda, Ubisoft and CD Projekt. The division also pursued major entertainment collaborations, including Marvel Rivals with Marvel Games and Destiny: Rising with Bungie. Marvel Rivals, released in December 2024, quickly became one of the company's most visible international successes. NetEase Games' business includes free-to-play games supported by in-game purchases, premium and packaged releases, licensing and publishing services, and game-related technology and operations. Its product portfolio spans role-playing games, competitive shooters, survival and action games, strategy titles, card games and mobile adaptations. The group has also operated games based on internationally recognized properties, although its business relationships can change as licensing agreements expire or are renegotiated. The division's international expansion was followed by portfolio consolidation. After the end of NetEase's 14-year operating agreement with Blizzard in China in January 2023, the companies announced a new agreement in April 2024 covering the return of selected Blizzard titles to China and distribution of NetEase games on Xbox platforms. At the same time, NetEase reduced or ended funding for a number of overseas studios and projects. These changes reflected a more selective investment strategy amid a tougher global games market and competition from Tencent, miHoYo and major international publishers. NetEase Games remains an active global developer and publisher, but its current structure is more focused than the broad studio-creation strategy pursued in the early 2020s.
History
NetEase created its dedicated games business in 2001, when it began concentrating on online entertainment and launched Westward Journey Online. The title and its successors established a durable domestic franchise and demonstrated the commercial potential of Chinese-developed MMORPGs. By the middle of the decade, Westward Journey Online had accumulated tens of millions of users and very high concurrent-player figures, giving NetEase a foundation for further investment in proprietary games. During the 2000s and 2010s, NetEase expanded beyond its own games by operating titles from international developers in China. Its most important external relationship was with Blizzard Entertainment. Beginning in 2008, NetEase published or operated Blizzard titles in mainland China, including World of Warcraft and later Hearthstone, Overwatch, StarCraft, Diablo and Heroes of the Storm. The relationship gave NetEase experience in localization, customer operations, regulatory compliance and large-scale live-service management, while giving Blizzard a major local operating partner. NetEase's mobile expansion accelerated in the middle of the 2010s. The mobile edition of Fantasy Westward Journey became a major domestic success, reaching the top of China's free-game rankings shortly after launch and building a large registered-user base. The company also accumulated a broad portfolio of mobile games and began seeking international audiences. It opened its first American office in 2015 and entered additional licensing and publishing arrangements, including relationships involving Cookie Jam, F1 Race Stars and Minecraft. The company broadened its international strategy through investments and studio creation. In 2018 it invested in Bungie and joined Mattel to establish Mattel163. It also took responsibility for publishing EVE Online in China and worked with Blizzard on Diablo Immortal, a mobile game co-developed with NetEase. In subsequent years, NetEase invested in or acquired developers in Japan, Europe, North America and other markets. These included Grasshopper Manufacture and Quantic Dream, as well as investments or new-studio initiatives involving teams led by veterans of major publishers. The objective was to obtain development capacity and intellectual property while creating a global pipeline rather than relying solely on Chinese releases. The company continued to develop and publish games across genres. Naraka: Bladepoint became an important action title, while Identity V and Onmyoji strengthened the mobile and character-driven parts of the portfolio. Partnerships with CCP Games produced EVE Echoes, and cooperation with Marvel Games produced Marvel Rivals. NetEase also worked with Bungie on Destiny: Rising, a mobile adaptation of the Destiny universe. The Blizzard relationship entered a major disruption at the end of 2022. The parties did not renew their licensing agreement, and the affected Blizzard games were taken offline in mainland China in January 2023. In April 2024, the companies announced a new agreement that was expected to return selected titles to China and create additional platform-distribution cooperation. The episode illustrated the importance and risk of licensing relationships in NetEase Games' operating model. From 2024 onward, NetEase began tightening its overseas portfolio. A number of recently established or backed studios experienced funding reductions, pauses, closures or changes in publishing arrangements. Ouka Studios closed after the release of Visions of Mana, Worlds Untold paused operations, and other teams including Jar of Sparks, T-Minus Zero, Fantastic Pixel Castle and Bad Brain Game Studios were subsequently affected. This retrenchment accompanied a broader shift toward fewer, more commercially focused projects. At the same time, Marvel Rivals achieved a rapid international launch, showing that NetEase continued to pursue globally significant releases while reducing exposure to a wide network of speculative studios.
- 2024
New Blizzard agreement and Marvel Rivals
[1]NetEase and Blizzard announce a renewed China relationship, while Marvel Rivals launches internationally in December.
- 2024
Overseas portfolio consolidation
[1]NetEase reduces funding or operations at several foreign studios as it focuses its development portfolio.
- 2023
Blizzard games go offline in China
[1]The expiry of the Blizzard agreement removes several Blizzard games from NetEase's mainland-China services.
- 2021
Grasshopper Manufacture is acquired
[1]NetEase acquires Japanese developer Grasshopper Manufacture from GungHo Online Entertainment.
- 2020
EVE Echoes launches
[1]NetEase and CCP Games release the mobile online space game EVE Echoes.
- 2018
Mattel163 and Bungie investments
[1]NetEase forms Mattel163 with Mattel and takes a minority stake in Bungie.
- 2016
Minecraft partnership announced
[1]NetEase partners with Microsoft and Mojang Studios to bring Minecraft to Chinese and wider Asian markets.
- 2015
International expansion begins in the United States
[1]NetEase opens its first U.S. office and releases the mobile version of Fantasy Westward Journey.
- 2013
Hearthstone is licensed for China
[1]NetEase adds Blizzard's free-to-play digital card game Hearthstone to its China publishing portfolio.
- 2008
Blizzard publishing relationship begins
[1]NetEase begins operating Blizzard Entertainment games in mainland China.
Products and positioning
A large-scale Chinese game developer and publisher combining proprietary franchises, licensed games, global publishing and overseas studio investments.
MMORPG · 2001
Westward Journey Online
A proprietary online role-playing franchise based on the Chinese literary tradition of Journey to the West. Its early PC releases helped establish NetEase Games as a major domestic operator, with persistent worlds, character progression, social play and long-running live operations. The franchise later supported additional editions and mobile adaptations.
MMORPG and mobile game · 2015
Fantasy Westward Journey
One of NetEase's most commercially important role-playing properties. The mobile edition expanded the established Westward Journey setting to smartphones and achieved rapid adoption after release, combining online role-playing systems with collectible characters, social features and recurring live-service content.
Mobile role-playing game · 2016
Onmyoji
A character-focused mobile role-playing property inspired by Japanese folklore and supernatural themes. It uses turn-based combat, collectible characters and a strong visual and narrative identity, and became one of NetEase Games' best-known mobile franchises outside its original market.
Asymmetrical multiplayer game · 2018
Identity V
A multiplayer horror game built around an asymmetrical contest between a hunter and a group of survivors. Its stylized gothic presentation, seasonal content and competitive format made it a significant international mobile and PC offering for NetEase Games.
Action battle royale · 2021
Naraka: Bladepoint
A melee-oriented multiplayer action game centered on mobility, grappling, close combat and battle-royale competition. Developed by 24 Entertainment and published by NetEase, it broadened the company's global PC and console presence beyond mobile and traditional MMORPGs.
Mobile and PC action role-playing game · 2022
Diablo Immortal
A mobile-first entry in Blizzard's Diablo series co-developed by Blizzard and NetEase. It combines action role-playing progression, dungeon combat and live-service features, and was later made available on PC. Its China release was affected by the wider Blizzard-NetEase licensing dispute.
Team-based player-versus-player shooter · 2024
Marvel Rivals
A competitive shooter developed and published by NetEase Games in collaboration with Marvel Games. It features teams of recognizable Marvel characters, objective-based matches and character abilities designed around cooperative combinations. The game launched in December 2024 for Windows, PlayStation 5 and Xbox Series X and Series S.
Mobile MMO · 2020
EVE Echoes
A mobile adaptation of the EVE Online universe developed with CCP Games. It translates the science-fiction MMO's exploration, trade, combat and player-driven economy into a mobile-oriented format while retaining a large-scale shared space setting.
Mobile action role-playing shooter · 2025
Destiny: Rising
A free-to-play mobile game developed and published by NetEase Games in partnership with Bungie and set in the Destiny universe. It extends the franchise into a mobile role-playing and shooter format with character collection and multiplayer systems.
Controversies
2024
Criminal cases opened against multiple gaming business executives and employees over suspected corruption
On November 8, 2024, NetEase announced that multiple former heads of its gaming business and employees were suspected of fraud and corruption during their employment, had criminal cases opened against them by public security organs and criminal coercive measures taken against them, and that 27 external companies were placed on a non-cooperation list. The announcement did not provide a court conviction or confirmation of the amount involved as rumored online.
2022
Riot Games copyright lawsuit over Hyper Front
Riot Games sued NetEase over alleged copyright infringement, arguing that the mobile shooter Hyper Front copied elements of Valorant. The dispute concerned game design and presentation rather than a financial scandal.
Marketing campaigns
- 2024Marvel Rivals global launch
Global
NetEase and Marvel Games launched a cross-platform team shooter built around Marvel characters and coordinated online play.
Outcome. The title became a major international launch for NetEase Games and quickly reached millions of players.
- 2017Minecraft China launch program
China · Asia
NetEase worked with Microsoft and Mojang Studios to localize and operate PC and mobile versions of Minecraft for Asian audiences, extending the game's reach through regional publishing and service infrastructure.
Outcome. The China versions accumulated a substantial player community.
- 2015Fantasy Westward Journey mobile launch
China
NetEase promoted the mobile edition of its established Westward Journey property as a major domestic release. The game rapidly reached the top of China's free-game rankings and became a flagship example of the company's mobile conversion strategy.
Outcome. Rapid adoption and a large registered-user base.
Brand decisions
2024
Renewed Blizzard partnershipM&ABackground
The companies sought to restore selected Blizzard games in China after the earlier licensing relationship ended.
Action taken
NetEase and Blizzard announced a new agreement and additional cooperation involving NetEase titles on Xbox platforms.
Aftermath
The agreement created a route for selected Blizzard games to return to the Chinese market.
2024
Consolidation of overseas studiosStrategyBackground
NetEase faced a more difficult global games market and sought a smaller portfolio with greater commercial focus.
Action taken
The company reduced funding, paused operations or closed a number of overseas studios and projects.
Aftermath
Studios including Ouka Studios and Worlds Untold were affected, while other teams later changed ownership, funding or operating status.
2024
Marvel Rivals releaseProduct launchBackground
NetEase sought a globally recognizable multiplayer property with cross-platform appeal.
Action taken
The company launched Marvel Rivals in collaboration with Marvel Games.
Aftermath
The game achieved a rapid international audience and became one of NetEase Games' most prominent global releases.
2022
End of the Blizzard China licensing arrangementOtherBackground
NetEase and Blizzard were unable to renew their long-running operating agreement for several major games in mainland China.
Action taken
NetEase allowed the affected Blizzard services to wind down when the agreement expired.
Aftermath
Several Blizzard games went offline in China in January 2023, and the companies later negotiated a new arrangement.
Recent events
- Unconfirmed
NetEase Games acquires Grasshopper Manufacture[4]
Reported:
NetEase Games acquired Grasshopper Manufacture under an equity transfer agreement. The source says the agreement was signed in May but does not state when the acquisition was completed.
NetEase Games completes anti-addiction system upgrades[5]
Reported:
NetEase Games said it had completed upgrades to the anti-addiction systems of all its online games in operation, covering more than 80 games, as of May 20.
3Glasses and NetEase Games form an advertising partnership[6]
Reported:
3Glasses and NetEase Games reached a strategic advertising partnership covering game promotional videos, content appreciation and advertising, with NetEase Games adapting game videos for 3Glasses’ X1 VR headset and 3Glasses providing VR hardware and offline channels.
Sources8 sources
- 1NetEaseen.wikipedia.org
- 2NetEase Games official websitegamer.163.com
- 3Criminal cases opened against multiple gaming business executives and employees over suspected corruptionyicai.com
- 4网易游戏收购草蜢制造playstationlifestyle.net
- 5网易游戏完成防沉迷系统升级tech.sina.com.cn
- 63Glasses与网易游戏达成广告宣传合作finance.sina.com.cn
- 73Glasses与网易游戏达成广告宣传战略合作itbear.com.cn
- 8NetEase Games Acquires No More Heroes Developer Grasshopper Manufacturevgchartz.com
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