NetEase's Marvel Rivals has undeniably been a massive success, attracting ten million players within just three days of its launch and generating significant revenue for its developer since. However, a recent report from Bloomberg reveals that the game almost never made it to market. Initially, NetEase CEO and founder William Ding considered canceling the project due to his hesitance to invest in licensed intellectual property like Marvel characters. According to sources, Ding wanted artists to focus on original designs instead, and his initial attempt to scrap the game reportedly cost the company millions. Fortunately, Marvel Rivals was released as planned, achieving its current widespread popularity.
Despite this success, NetEase's strategic shift continues. Just recently, the Seattle-based team behind Marvel Rivals was laid off, with the company citing "organizational reasons." Over the past year, NetEase has also withdrawn from overseas investments, scaling back on ventures in Japan and the West, including studios like Bungie, Devolver Digital, and Blizzard Entertainment. According to Bloomberg, Ding now prioritizes projects that promise returns of hundreds of millions annually, although a company spokesperson clarified that NetEase does not rely solely on arbitrary financial benchmarks when evaluating new games.
Internally, employees describe a challenging environment under Ding's leadership. Known for swift decision-making and frequent reversals, he has reportedly pushed teams to work late hours, promoted recent graduates to senior positions, and axed numerous projects. Concerns are mounting that NetEase may not release any titles domestically next year. This internal turmoil coincides with broader industry instability, marked by widespread layoffs, project cancellations, and failed high-budget releases across the globe.
