Why did Blizzard give up the China market?

There are reasons behind this decision, such as negotiation, strategy, environment, return and so on:

1. Both parties failed to reach an agreement in the contract renewal negotiation: Blizzard mentioned in the statement that it did not reach a contract renewal agreement with Netease based on Blizzard's operating principles and its commitment to players and employees. This means that the two sides have differences on the terms of cooperation, which may involve capital allocation, operation strategy, intellectual property protection and so on.

2. Blizzard may be looking for a partner that is more in line with its global strategy: With the changes in the global game market, Blizzard may have to adjust its operation strategy in China market to better adapt to market trends and the company's development needs.

3. The game regulatory environment in China is also changing: this may bring new challenges to the operation of foreign game companies in China. For example, the China government's censorship of game content, the anti-addiction policy for minors and the supervision of the game industry are constantly strengthening, which may affect Blizzard's operation plan in the China market.

4. Blizzard is evaluating its long-term return on investment in China market: With the intensification of market competition and changes in user demand, Blizzard may think that the return on investment in China market is no longer in line with its expectations, so it chooses to suspend its service.