NetEase’s game, Marvel Rivals, has made a significant splash. It gained ten million players within just three days of its launch and has made millions for NetEase since then. However, a new report suggests that CEO William Ding nearly pulled the plug on the game due to concerns about using licensed content.
According to a Bloomberg report, Ding is currently focused on cutting jobs and closing studios. He’s looking to streamline operations to better compete with rivals like Tencent and MiHoYo.
Reportedly, Ding hesitated over the costs of using Marvel characters in Marvel Rivals. He even urged his team to create original characters instead. This hesitation nearly led to the game’s cancellation, which could have cost NetEase millions. Ultimately, the game launched and succeeded beyond expectations.
However, layoffs continue. Recently, the Marvel Rivals team in Seattle was let go, with the company citing “organizational reasons.” Over the past year, Ding has also stepped back from funding overseas projects, including prominent studios like Bungie and Blizzard. He seems to feel that any game that can’t promise massive earnings isn’t worth the investment. That said, NetEase claims there are no strict financial thresholds for new projects.
Insiders describe Ding’s leadership as unpredictable. He often changes his mind, pushes employees to work late, and has quickly promoted inexperienced graduates to decision-making roles. Some employees worry that many projects are being shut down, which might lead to no new game releases in China next year.
NetEase’s shift away from game investments highlights ongoing challenges in the gaming industry, especially in the West. The past few years have seen numerous layoffs, project cancellations, and studio closures, with several highly anticipated games failing to meet expectations.
Rebekah Valentine is a senior reporter for IGN. You can find her posting on BlueSky @duckvalentine.bsky.social. Got a story tip? Send it to rvalentine@ign.com.
