NetEase Almost Canceled Marvel Rivals

How NetEase Almost Canceled Marvel Rivals and Why It Didn’t

NetEase is riding high on the success of Marvel Rivals, but behind the scenes, things haven’t been smooth sailing. Despite the game’s massive launch, the company is undergoing internal restructuring, with layoffs hitting multiple studios. However, the real shocker? Marvel Rivals almost didn’t happen at all.

According to a report from Bloomberg, NetEase’s founder and CEO, William Ding, nearly scrapped the game entirely. The reason? Cost-cutting measures and an expensive licensing deal with Disney. NetEase has been streamlining operations to compete with industry giants like MiHoYo and Tencent, and at one point, Marvel Rivals looked like an unnecessary financial risk.

The Costly Gamble That Almost Killed Marvel Rivals

One of the biggest hurdles in bringing Marvel Rivals to life was Disney’s high licensing fees. To avoid these costs, Ding considered pivoting away from Marvel characters and instead using original designs. However, this move would have made the game an even closer resemblance to Overwatch, the title it was already drawing comparisons to. Scrapping the project entirely was also on the table, costing NetEase millions in the process.

Despite these setbacks, Marvel Rivals survived—and thrived. The game launched to an impressive 644,269 players on Steam alone and continues to peak at over 437,000 concurrent users. Its success is even more notable considering how many new hero shooters fail to gain traction in today’s market. The Marvel name certainly played a crucial role in Marvel Rivals’ ability to boost its visibility and player engagement.

Learning from Past Marvel Game Failures

Marvel-branded games have had a mixed history. While mobile titles have found longevity, high-profile releases like Marvel’s Avengers flopped despite featuring some of the most beloved characters in pop culture. The problem? A looter-shooter design that didn’t fit the IP. Similarly, Guardians of the Galaxy—a well-received single-player experience—was labeled an underperformer due to licensing costs outweighing its sales figures.

By contrast, Marvel Rivals aligns more naturally with the Marvel universe. A PvP shooter featuring iconic superheroes and villains offers an organic fit for the franchise, making it more likely to succeed where others stumbled. Moreover, NetEase’s partnership with Marvel has already yielded exciting content, such as the inclusion of Fantastic Four characters, likely coinciding with upcoming MCU releases.

A Rare Win in the Hero Shooter Genre

Launching a successful multiplayer shooter is no easy feat. The genre is fiercely competitive, with many new titles failing to carve out a player base. Yet Marvel Rivals has managed to sustain strong engagement across Steam, Xbox, and PS5. The Marvel branding undoubtedly gave it a crucial boost, but its gameplay mechanics and character variety are what keep players coming back.

Had NetEase gone with its original plan of ditching Marvel characters, would Marvel Rivals have still succeeded? The odds say no. A game with entirely new heroes and villains would have faced an uphill battle against established shooters like Overwatch 2 and Apex Legends. The Marvel brand helped cut through the noise, boosting the game to quick fame, and drawing in a built-in fanbase eager to battle as their favorite superheroes to climb the ranks.

What’s Next for NetEase?

Despite Marvel Rivals’ success, NetEase is still in a period of uncertainty. The looming studio cuts signal internal struggles, and future projects could face similar scrutiny. While Marvel Rivals has been a major win, it remains just one part of NetEase’s broader portfolio.

For now, Marvel Rivals continues to thrive, proving that despite early doubts, the investment in the Marvel license was well worth it. Whether NetEase can maintain this momentum—or if future cost-cutting measures will impact the game’s longevity—remains to be seen. One thing is clear: had Marvel Rivals been canceled, the gaming landscape would look very different today.

 

GG Boost, the Best Elo Boosting Experience!