Recent whispers in the gaming community hint at an exciting development for Blizzard Entertainment fans. Speculations suggest that the gaming giant is on the cusp of relaunching its Chinese servers, opening doors to a vast array of gaming experiences for its audience. These murmurs find their origins in a Weibo article by Chinese esports publication, Jinghe (or Competition Core), released on 12 March, coinciding with the monumental 10th anniversary of Hearthstone.

This news comes a year after all of Blizzard’s Chinese servers shut down in January 2023 and three months after the departure of former CEO Bobby Kotick last December. It appears as though the latter may have paved the way for Blizzard’s resurgence in the Chinese gaming market. With regulatory hurdles potentially cleared, anticipation builds for Blizzard’s much-awaited reunion with its Chinese player base.

The article tantalisingly hints at a potential partnership between Blizzard and its former Chinese collaborator, NetEase. However, complications stemming from the previous split between the two entities have led to delays in resuming operations. Nevertheless, reports suggest that NetEase is diligently working to reassemble its operational teams, aiming to expedite this anticipated reunion.

Insiders privy to the matter hint at an imminent announcement from NetEase regarding Blizzard’s return to the Chinese gaming scene, anticipated to surface by the end of March or early April. Operations are expected to be overseen by NetEase Guangzhou, while marketing endeavours may fall under the purview of another NetEase subsidiary, Thunderfire who are most synonymous for their involvement with Naraka: Bladepoint.

The involvement of Thunderfire in the marketing sphere is particularly intriguing. While conventional wisdom dictates a close link between marketing and distribution in the gaming industry, Thunderfire’s role suggests a strategic alignment between the parties involved.

One compelling reason behind Thunderfire’s involvement could be its track record of engaging Blizzard’s audience. Following the split between NetEase and Blizzard, Thunderfire’s game Justice introduced a Warcraft Veterans’ Server, effectively drawing in displaced World of Warcraft players and showcasing NetEase’s unwavering commitment to Blizzard’s loyal fanbase.

Moreover, the imminent beta testing of Thunderfire’s mobile game Eternal Prison on 1 April conveniently aligns with the speculated announcement of Blizzard’s return to the Chinese market. This synchronicity hints at potential synergies in promotional efforts between the two entities.

The collaboration between NetEase and Thunderfire underscores a mutual interest in leveraging each other’s strengths. As NetEase seeks to reignite its partnership with Blizzard, Thunderfire aims to harness its marketing expertise to connect with Blizzard’s fervent fanbase.

As rumours continue to circulate, enthusiasts eagerly anticipate official confirmation from Blizzard and NetEase regarding the relaunch of Chinese servers. Should these speculations materialise, it could herald a significant milestone, symbolising the rekindling of a cherished relationship between Blizzard and its dedicated Chinese audience.