NetEase “Nakara: Bladepoint” Targets International Gamers

As competition intensifies and regulations increase, NetEase has begun to adopt new strategies to increase revenues. The company has begun to look overseas for revenue. They want to venture into new spheres such as cloud and console gaming.

The company’s strategy is twofold. One, to collaborate with famous brands and Intellectual Property to reach overseas players. This will include its games based on Lord of the Rings and the Harry Potter series; second, to release games of mixed genre, based on China and its culture mixed with genres western gamers are more familiar with, outside of China to attract gamers worldwide.

Hu Zhinpeng, Vice President of NetEase has stated that such novel games can provide a brand-new experience for gamers who are interested in Eastern cultures. Additionally, he said that they won’t find the games hard to play. Bladepoint: Naraka is a part of the second strategy.

Naraka: Bladepoint

• Naraka: Bladepoint will be out tomorrow, Thursday, August 12. It is a 60-player fantasy action battle royale game with grappling hook movement and parkour. It will have a greater focus on melee combat than typical for its genre.
• The game combines the popular battle royale gameplay with Chinese culture. The game is to target international gamers and NetEase looks to make at least 50% of its gaming revenue from abroad. This will be 10% over its current status.

• Since gaming consoles such as PlayStation and Xbox were banned in China until 2014, game developers such as NetEase and Tencent have been focused on mobile and PC gaming, but now the focus is starting to change.
• NetEase has already confirmed that there is work being done on a console version of Naraka: Bladepoint, although there has been no information on the release dates. The expansion of NetEase and its games to consoles also means an expansion of its reach to players around the world.

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