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US-based game-maker Blizzard and China's NetEase said a new deal would see "World of Warcraft" (WoW) return alongside first-person shooter "Overwatch" and spin-offs such as WoW card game "Hearthstone".
"Beloved video game titles from Blizzard Entertainment that captivated millions of players in China will return to the market sequentially, beginning this summer, under a renewed publishing deal," the companies said in a statement.
WoW's Chinese servers went offline in January 2023, prompting a wave of mourning and anger from fans who poured years of their lives into building up their in-game points.
Chinese social media users on Wednesday cheered the return of Blizzard's titles to the market, with "Blizzard announces return" and "NetEase and Blizzard remarry" the top trending searches on the Weibo platform.
"Today, our long-lost old friend returns, our most beloved game returns," gaming blogger "Scarlet Bunny" wrote in a Weibo post.
"Come back to life, my beloved!" another fan wrote.
- 'Thrilled to align' -
Massively popular worldwide, particularly in the 2000s, WoW is an online multiplayer role-playing game set in a fantasy Medieval world where good battles evil.
It is known for its immersive and addictive gameplay, and players can rack up hundreds of hours of game time.
Blizzard's games launched in China in 2008, through collaboration with internet giant NetEase -- under local law, foreign developers are required to partner with Chinese firms to enter the market.
But after 14 years and acquiring millions of players in China, the two firms announced in November 2022 that talks over renewing their operating contract had failed to lead to an agreement.
"After continuing discussions over the past year, both Blizzard Entertainment and NetEase are thrilled to align on a path forward to once again support players in mainland China and are proud to reaffirm their commitment to delivering exceptional gaming experiences," the companies said in their statement.
Some long-time WoW players remained bitter about the title's extended absence from China.
"The Chinese market is not Blizzard's living room where you come and leave as you want. Players are not playthings in Blizzard's hands that you take or abandon at will," one gamer wrote on Weibo, calling for a boycott.
- Difficult years -
The news will be a welcome boost for NetEase, which like many of the country's tech giants has had a rough few years after a government crackdown on the industry.
Since 2021, children under 18 years old have only been allowed to play online between 8:00 pm and 9:00 pm on Fridays, Saturdays and Sundays during the school term.
Gamers are required to use their ID cards when registering to play online to ensure minors do not lie about their age.
Companies are also prohibited from offering gaming services to young people outside government-mandated hours.
An end to a freeze in gaming licences had raised hopes that the focus on the industry had subsided.
But then in December a set of draft guidelines aimed at limiting in-game purchases and preventing obsessive gaming behaviour sent shares in NetEase and its rivals tumbling.
Authorities backtracked a day later, announcing that the rules would be further revised, though it did not give details.
The draft rules were later removed from the regulator's website.
tjx/reb/sco
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