Blizzard Entertainment 165438+1October16 released a statement saying that due to the expiration of the existing license agreement with Netease on June 23, 2023, including World of Warcraft, Hearthstone, Watching the Pioneer, StarCraft and warcraft 3: Reset Edition. The development and distribution of Diablo: Eternal Life involves a separate agreement between the two companies. The statement pointed out that the two sides did not reach a renewal agreement that conforms to Blizzard's operating principles and promises to players and employees. These agreements will expire in June 5438 +2023 10.

Does Blizzard's game business make money?

From April to June 2022 (the second quarter), more than half of Blizzard's revenue came from mobile games.

According to the recent financial report of Activision Blizzard, the developer/publisher's PC and mainframe sales in the second quarter of 2022 were 535 million pounds, of which PC sales were 275 million pounds (332 million US dollars), mainframe sales were 36,543,800 million pounds (376 million US dollars), and "mobile and auxiliary" business income was 688 million pounds (83,634.

Of course, part of the reason is that Activision acquired the mobile game developer King-in 2065438+06-which is now the most successful commercial part of ABK, but the release of Diablo: Eternal Life also made great contributions during this period.

At the same time a year ago, Activision Blizzard's revenue from mobile phones, mainframes and PCs was 658 million pounds (US$ 795 million), 6.1200 million pounds (US$ 740 million) and 520 million pounds (US$ 628 million) respectively, which means that only the net income of mobile phone business increased year-on-year, while the income of mainframe business almost halved.

The financial report also recently showed that Diablo: Eternal Life curbed the downward trend of Blizzard users, and the company's monthly active users increased.

However, the survey results also show that the active users of Blizzard only recovered slightly-to the level of a year ago, but the revenue still declined slightly year-on-year.

In the quarter ending in March 2022, monthly active users dropped to 22 million, and Diablo helped Blizzard recover to 27 million in the quarter ending in early July.

Market share of Blizzard in China

165438+1In the early morning of October 8, Blizzard released its own Q3 financial report, which mentioned the revenue of China National Service, that is, "China agents accounted for 3% of Activision Blizzard's net income in 20021year, and pointed this out separately, which surprised many people and puzzled them at the same time-what is 3%?

To know the proportion of 3%, we must first understand that "Blizzard" and "Activision Blizzard" are actually two different things. "Activision Blizzard" includes three manufacturers: Blizzard, Activision and King. Friends who are concerned about Microsoft's acquisition of Blizzard should be very familiar with this. How much can Blizzard account for among these three manufacturers?

Since it is the income of 202 1, let's look at the financial report of 202 1. Activision Blizzard earned $8.807 billion from 202 1, while Blizzard only accounted for 1.827 billion. Only about 20%. Activision's main work is COD, which is a well-known "New Year Game" call of duty series in Europe and America. The newly released COD 19 is the work with the sales volumeNo. 1 among all previous works.

King is a frequent visitor to the Google Store ranking. If the COD of Activision is 3A in European and American countries, then the King's Three-elimination mobile game is a national game in leisure mobile games.

Some people say that this 20% seems really not high compared with 3%. The problem is, don't forget that the profit agent of the national service still has to be divided, so you can't give it all to Blizzard, can you? If you add this value to about half of the division, it is exactly one third. In the national clothing market, Blizzard can't just throw it away.

Blizzard is completely lying down to collect money in the national service, and the national service is much more careful in operation than the foreign service. This year alone, there are dozens of offline activities of Hearthstone, large and small, as well as numerous anchor invitational competitions, exhibition competitions and live broadcast activities. In this special period, the difficulty and cost of holding offline activities can be imagined. After "Watching Pioneer" came back, it immediately cooperated with aliens to do pop-up shop activities in Hangzhou Joy City. These things naturally have no dresses.

And this 3% is only the data of 202 1. This year is the year of blizzard game revenue blowout, and several main games have big moves. Not to mention Diablo, who has made great contributions to revenue: eternal life. Don't think it is a tepid game. In fact, even if we don't talk about the rush hour, Shenxian won the eighth place in the just-released China APPStore mobile game revenue list in June 2022. Before it was the battle of the golden shovel and the LOL hand tour.

Whether it's adding Activision and King, which have nothing to do with themselves, to the denominator, or deliberately referring to the data of 202 1 on the numerator instead of 2022, Blizzard's spring and autumn brushwork is very obvious. We call this behavior shattered glass, but it can be proved that the revenue ratio of national service in 2022 is definitely much better than that of 202 1. Blizzard's behavior is nothing more than to reduce the price. Lying down and counting money is too little. I hope this national costume can be hardened and don't compromise with Blizzard.