Activision Blizzard, one of the world’s largest video game publishers, recently announced that it is ending its partnership with Chinese tech giant NetEase. The move comes after Activision Blizzard CEO Bobby Kotick expressed his perception of a potential threat from NetEase, which had been a partner of the company since 2008.

The partnership between Activision Blizzard and NetEase began in 2008, when the two companies agreed to a deal that allowed NetEase to distribute Activision Blizzard’s games in China. This partnership allowed Activision Blizzard to gain access to the lucrative Chinese gaming market, which is estimated to be worth more than $37 billion. However, in recent years, NetEase has become increasingly competitive in the Chinese gaming market, and this has caused Bobby Kotick to become concerned about the potential threat posed by the company.

In response to Kotick’s concerns, Activision Blizzard has decided to end its partnership with NetEase. The company has stated that it will continue to focus on its own products and services in China, and that it will no longer be relying on NetEase for distribution. This decision is likely to have a significant impact on both companies, as NetEase will no longer have access to Activision Blizzard’s games, while Activision Blizzard will have to find new ways to distribute its products in China.

The end of the partnership between Activision Blizzard and NetEase is a significant event in the gaming industry. It highlights the importance of understanding the competitive landscape in the Chinese gaming market, and it also serves as a reminder of the importance of having strong partnerships with companies that can help you succeed in new markets. While it remains to be seen how this decision will affect both companies in the long run, it is clear that Bobby Kotick’s perception of a potential threat from NetEase was a major factor in the decision to end the partnership.