The CEO of NetEase, William Ding, announced the company’s intent to develop competitive gaming in China via investment in “mianbo xingdong” (“bread campaign”). Look for a NetEase sponsored e-sports competition at the end of this year featuring some of the hottest competitive MMORPGs.
Meanwhile, as Marbridge Consulting reported in the Marbridge Daily, at the end of September NetEase will also launch a game competition linking Internet cafés in 100 cities across China and will promote the creation of competitive gaming clubs on college campuses across the country. Competitive gaming is very popular in China and in Asia. Recently the US government added competitive gaming as a sport and as a result gamers from other countries can come to the US on special visas to allow them to compete in local tournaments.
Niko Partners Vice President Xiaofeng Zeng reflected on his observations of ChinaJoy in this new blog post. Niko Partners has Learn more >
Shooter titles dominated China’s livestreaming landscape in June 2026, standing out as some of the month’s most-watched content. Niko Partners China Games & Learn more >
RPG titles dominated China’s livestreaming landscape in May 2026, standing out as some of the month’s most-watched content. Niko Partners Learn more >
Niko Partners Vice President Xiaofeng Zeng reflected on his observations of ChinaJoy in this new blog post. Niko Partners has Learn more >
Shooter titles dominated China’s livestreaming landscape in June 2026, standing out as some of the month’s most-watched content. Niko Partners China Games & Learn more >
RPG titles dominated China’s livestreaming landscape in May 2026, standing out as some of the month’s most-watched content. Niko Partners Learn more >