NetEase Founder Reportedly Almost Canceled Marvel Rivals Because it Didn't Use Original IP
NetEase's Marvel Rivals has undeniably been a triumph, attracting ten million players within three days of launch and generating millions for the developer in subsequent weeks. However, a recent Bloomberg report reveals that NetEase CEO and founder William Ding nearly cancelled the game due to his initial reluctance to utilize licensed Marvel IP.
This report sheds light on NetEase's current restructuring: Ding is actively reducing staff, closing studios, and scaling back overseas investments. The aim, according to the report, is to create a more focused portfolio, countering recent growth stagnation and enhancing competitiveness against rivals like Tencent and MiHoYo.
This streamlining almost resulted in the cancellation of Marvel Rivals. A source claims Ding initially opposed the licensing costs associated with Marvel characters, attempting to convince artists to use original designs instead. This attempted cancellation reportedly cost NetEase millions, yet the game ultimately launched to considerable success.
Despite this success, the restructuring continues. The recent layoff of the Marvel Rivals Seattle team, attributed to "organizational reasons" by NetEase, underscores this. Over the past year, Ding has halted investments in overseas projects, having previously invested significantly in Japanese and Western studios such as Bungie, Devolver Digital, and Blizzard Entertainment. The report suggests Ding prioritizes projects with the potential to generate hundreds of millions annually, although a company spokesperson clarified that NetEase doesn't employ "arbitrary blanket numbers" to assess game viability.
Bloomberg's report also highlights internal challenges at NetEase, focusing on Ding's volatile leadership style. Sources describe Ding's impulsive decision-making, frequent changes of mind, pressure on staff to work excessive hours, and recent appointments of recent graduates to senior leadership positions. The report even suggests that NetEase might not release any new games in China next year due to the sheer number of cancelled projects.
NetEase's retreat from game investments coincides with ongoing uncertainty within the global games industry, particularly in Western markets. Recent years have witnessed widespread layoffs, cancellations, and studio closures, alongside numerous high-profile game failures despite significant investment.
