At the just-ended ChinaJoy 2024 in Shanghai, US giant Blizzard Entertainment made a grand reappearance alongside its Chinese partner NetEase, marking the return of Blizzard games to the Chinese mainland after a 500-plus-day hiatus. Among the games returning, the highly anticipated World of Warcraft (WoW) stands out.

Ion Hazzikostas, senior game director of WoW, expressed immense joy and excitement about the comeback. “Now our main focus is earning back the trust of Chinese mainland players,” Hazzikostas told the Global Times on Saturday. He highlighted the passion of Chinese players, sharing that over 2 million players in the Chinese mainland pre-registered within a day following the announcement of the renewed partnership with NetEase in April.

“We’ve been humbled time and time again by seeing their excitement and enthusiasm about the game, and by the second chance they give us here today,” he added.

A Triumphant Return
The official Chinese mainland server of WoW is set to go online on Thursday, with a new expansion pack scheduled for global release on August 27, including in the Chinese mainland. The WoW team has prepared exclusive rewards for Chinese mainland server players, as a token of appreciation for their patience and loyalty.

The separation of Blizzard and NetEase began in late 2022 when their licensing agreement ended. After over 500 days without Blizzard games in the Chinese mainland, the announcement of a renewed distribution agreement has restored their long-standing partnership.

Holly Langdale, executive producer of WoW, expressed at a press conference that Blizzard was deeply saddened by the departure from the Chinese mainland and was equally moved by the reaction of the Chinese community. She noted the shared sadness between Blizzard and its Chinese players during the hiatus.

Celebrating WoW’s 20th Anniversary
The year 2024 marks the 20th anniversary of WoW. As Blizzard looks to the future, winning the long-term love of players and adapting to the Chinese market remains a significant challenge.

At ChinaJoy, Blizzard set up experience areas for their games and esports competition zones at their booth. Mario Ho, from the controlling shareholder of China’s biggest esports organization NIP Group, emphasized the importance of esports in cultural exchange. “Esports culture is diverse and vibrant; it is not just an extension of gaming but an important platform for young people to express themselves and exchange ideas,” Ho said.

Bridging Cultures Through Gaming
Games like World of Warcraft and Hearthstone have proven to be powerful tools in bridging cultural gaps, creating communities where players from different regions come together to collaborate and compete. International competitions in Hearthstone showcase the game’s ability to unite players from diverse backgrounds, highlighting both their skill and the unifying power of esports.

The dialogue between foreign and domestic games further emphasizes cultural exchanges in an international context. Chinese games are making significant breakthroughs with new technologies such as artificial intelligence and digital-physical integration, leading to advancements in voice and art generation, motion capture, and model creation.

The Rise of Chinese Games
In June, the domestic game Black Myth: Wukong topped the weekly sales chart on the global video game distribution platform Steam. Similarly, Ashes of the Kingdom, a Three Kingdoms-themed game, has gained popularity in Southeast Asian countries, showcasing the global appeal of Chinese historical-themed games.

“Foreign games coming in and domestic games going out will be a consistent trend in the future. The Chinese voice in games is increasingly gaining international discourse power,” a game player posted on social media.

As Blizzard and NetEase embark on this new chapter, the collaboration represents not only a renewal of their partnership but also a testament to the enduring appeal of gaming as a bridge between cultures. The return of Blizzard games, particularly World of Warcraft, to the Chinese mainland marks a significant moment for both the gaming industry and the players who have eagerly awaited this reunion.