Activision CEO was sued by major shareholders, Blizzard NetEase broke up or had a turnaround, and NetEase continued to lead a new chapter in the game half a year later
Recently, there has been quite a wave in the gaming industry. Activision Blizzard CEO Bobby Kotick has been sued by Sjunde AP-Fonden (AP7), a Swedish government-owned company of its majority shareholder, for alleged insider trading during the Microsoft deal to evade responsibility for major scandals such as sexual harassment. At the same time, Blizzard's 14-year partnership with NetEase was announced, a news that shocked countless gamers and gaming industry observers. However, after just half a year, NetEase does not seem to have given up on its cooperation with Blizzard, and a turnaround in the relationship between the two sides may be imminent.
Let's start with a review of this chain of events. As the CEO of Activision Blizzard, Bobby Kotick has been an important figure in the company. However, in recent years, he has been controversial for alleged sexual harassment and other issues. In April, the New York City Employee Information System filed a lawsuit against the company, accusing it of harming the company's interests in the Microsoft acquisition deal and causing the company's stock price to plummet by exposing and staying out of the sexual harassment scandal of the company's executives. The AP7 indictment brought the incident to a climax, accusing Kotick of colluding with Microsoft and using the sexual harassment scandal to provide a way for itself to protect itself.
At the same time, Blizzard's partnership with NetEase has come to an end. The two companies have had a licensing agreement since 2008 that covers the distribution of several Blizzard games in China. However, due to the failure of the two parties to reach an agreement on the renewal issue, Blizzard decided to suspend the service of most Blizzard games in Chinese mainland on January 24, 2023. This decision has undoubtedly left countless players disappointed and frustrated.
However, just when people thought that the cooperation between Blizzard and NetEase would come to an end, a turning point seemed to be quietly coming. According to reliable sources, NetEase has not given up its cooperation with Blizzard, and the two sides are actively seeking new cooperation opportunities. This news undoubtedly brings new hope to the majority of players.
So, why did NetEase choose to continue working with Blizzard? First of all, as a world-renowned game developer, Blizzard's games such as World of Warcraft and Overwatch have always been loved by players. These games also have a large user base and loyal fans in the Chinese market. Therefore, partnering with Blizzard is undoubtedly a huge business opportunity for NetEase.
Secondly, Blizzard has accumulated a wealth of experience and technical advantages in game development and operation. Partnering with Blizzard can help NetEase improve its game development and operations, further consolidating its leading position in the gaming industry. In addition, Blizzard's brand influence and market appeal can also bring more business opportunities and partners to NetEase.
Finally, the cooperation between Blizzard and NetEase also has a good historical foundation and cooperation experience. The two sides have accumulated a lot of experience and lessons learned in the past 14 years of cooperation, which are of great significance for future cooperation between the two sides. In addition, Blizzard and NetEase also have a high degree of compatibility in terms of culture and values, which will help the two parties communicate and collaborate more smoothly in future cooperation.
To sum up, although the CEO of Activision Blizzard was sued by a major shareholder and Blizzard broke up with NetEase and other events have brought a lot of shock to the game industry, NetEase's choice to continue to cooperate with Blizzard is undoubtedly a wise move. This partnership will not only help NetEase further consolidate its leading position in the gaming industry, but also bring more high-quality gaming experiences and business opportunities to players. In the future, we look forward to Blizzard and NetEase working together to create a new chapter in the gaming industry."