Why Chinese Overwatch Players Enjoy Exclusive Rewards Not Available Elsewhere

Overwatch has been rolling out exclusive events and cosmetics for China ever since Blizzard and NetEase rekindled their publishing partnership in 2024, following a split in 2022. This has left players outside of China feeling left out, especially with standout crossover skins like the Naraka: Bladepoint bundle being part of those offerings. The sense of favoritism has intensified with the ongoing 10-year anniversary event, which has provided Chinese players with significantly better rewards compared to those available in other regions. Many fans have speculated that NetEase is behind these exclusive events, and Walter Kong, head of development for Blizzard’s live games and mobile division, has confirmed this.

In a recent interview, Kong explained that the China-exclusive events are tied to Blizzard’s partnership with NetEase. He stated, “NetEase has the responsibility of publishing our game in China, and part of their approach is to do things that are specific to that market.” He acknowledged that Blizzard aims to ensure all players feel valued, regardless of their location, admitting that they fell short with the current anniversary event. Kong emphasized that moving forward, they will carefully consider how to balance events across different markets.

Even when Chinese players aren’t receiving exclusive skins, there’s a prevailing feeling among Overwatch players elsewhere that those in China are getting preferential treatment, a sentiment exacerbated by the anniversary event. While most players are receiving recolored skins of the original launch heroes through loot boxes, players in China are being gifted 10 free customizable Mythic Skins, which are usually earned through battle passes and specific currency. In response to the backlash, Blizzard has made some adjustments to the anniversary event in other regions.

Kong noted, “There are some limits to how we can pivot, but as we saw the feedback coming in and we sat around the table, we did believe that there was a need to recalibrate. We’re looking at the 10th anniversary as more than just this current event.” He added that the year is meant to celebrate Overwatch’s milestone, recalling the ambition to release 10 heroes in the year as part of the anniversary context, and assured players that more celebrations are planned throughout the year to express gratitude for their ongoing engagement with the game.