Marvel Rivals, developed by NetEase, has undeniably become a breakout success—reaching ten million players within just three days of its release and generating substantial revenue for the company in the weeks that followed. However, according to a recent report from Bloomberg, the game almost never saw the light of day.

The report sheds light on internal decisions made at the highest levels of NetEase, particularly by CEO and founder William Ding. It reveals that Ding reportedly considered canceling Marvel Rivals due to his reluctance to invest in licensed intellectual property. One source claims he pushed artists to develop original characters instead of using Marvel's iconic superheroes. Although this near-cancellation reportedly cost NetEase millions, the game ultimately launched and became a major hit.

Despite the success of Marvel Rivals, NetEase continues to downsize. Recently, the Seattle-based development team behind the game was laid off, with the company citing “organizational reasons.” Over the past year, Ding has also pulled back from international investments that once included stakes in prominent studios such as Bungie, Devolver Digital, and Blizzard Entertainment. While NetEase claims it does not set rigid financial thresholds for greenlighting games, sources suggest Ding focuses heavily on projects expected to generate massive returns.

Behind closed doors, Bloomberg paints a picture of a turbulent work environment under Ding’s leadership. Employees describe him as unpredictable—often making sudden decisions, changing course frequently, and enforcing long working hours. Additionally, there are reports of recent graduates being placed into key leadership roles and a wave of project cancellations so extensive that NetEase may not have any new games launching in China next year.

This strategic retreat by NetEase occurs amid widespread instability across the global gaming industry. In recent years, the sector has faced ongoing layoffs, studio closures, and high-profile game failures—despite significant investment and anticipation.