NetEase Founder Reportedly Almost Canceled Marvel Rivals Because it Didn't Use Original IP

NetEase's Marvel Rivals has proven to be a smashing success, attracting ten million players within just three days of its launch and generating substantial revenue for the developer in the subsequent weeks. However, a recent Bloomberg report reveals that NetEase CEO and founder William Ding came close to canceling the game due to his hesitations about using licensed intellectual property (IP).

According to Bloomberg, Ding is currently implementing significant changes at NetEase, including job cuts, studio closures, and a withdrawal from overseas investments. The aim is to create a more focused portfolio to address a recent decline in growth and to better compete with industry giants like Tencent and MiHoYo.

The report indicates that Marvel Rivals was nearly a casualty of this downsizing strategy. Sources told Bloomberg that Ding was reluctant to pay for the use of Marvel's licensed characters and attempted to convince artists to use original designs instead. The attempted cancellation reportedly cost NetEase millions, but ultimately, the game was released and has since enjoyed tremendous success.

Despite the success of Marvel Rivals, NetEase's restructuring efforts continue. Earlier this week, the Marvel Rivals team in Seattle was laid off, with the company citing "organizational reasons." Over the past year, Ding has also halted investments in overseas projects, having previously invested in studios such as Bungie, Devolver Digital, and Blizzard Entertainment. The report suggests that Ding believes games that do not generate hundreds of millions annually are not worth the company's time, although a NetEase spokesperson clarified to Bloomberg that the company does not set "arbitrary blanket numbers" for determining a new game's viability.

Bloomberg's sources also highlighted internal challenges at NetEase, attributing them to Ding's unpredictable leadership style. Employees described Ding as someone who makes swift decisions and frequently changes his mind, pressures staff to work late, and has recently appointed numerous recent graduates to leadership positions. It's also alleged that Ding has canceled so many projects that NetEase might not release any new games in China next year.

NetEase's retreat from game investments coincides with a period of uncertainty in the gaming industry, particularly in Western markets. The industry has faced consecutive years of widespread layoffs, project cancellations, and studio closures, compounded by the underperformance of several high-cost, high-profile games despite significant company expectations.