Blizzard and NetEase resumed their publishing agreement in 2024 after ending it in 2022, leading to China-exclusive events and cosmetics. Global fans criticized the exclusion of these offerings, including crossover skins, and said the perceived favoritism increased during the game’s 10-year anniversary event. Chinese players received stronger rewards than other territories. Fans suspected NetEase was responsible, and Walter Kong confirmed that China-exclusive events relate to the partnership structure. Kong said NetEase has responsibility for publishing in China and uses market-specific approaches, while Blizzard aims to make players feel cared for in every market. He acknowledged the current event fell short and said future events will be evaluated for balance across regions. The anniversary rewards included free customizable Mythic Skins for China, while other players mainly received recolored launch-hero skins through lootboxes.
"“I think 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 said. “And the approach that we want to take is to make sure that our game makes players feel cared for, no matter the market. And I think we fell short of the mark with this current event, but it does mean that as we look forward to future events and activations, we have a very specific view that ‘Is this just the right way to run the event?’ and from the perspective of holistically, ‘How do things balance out?’”"
"Being excluded from these offerings, which have included notable crossover skins like the , has not gone over well with fans in the rest of the world. This feeling of favoritism and jealousy has only gotten worse as the game's 10-year anniversary event, currently underway, has given Chinese players much better rewards than what folks in other territories got. Fans have often suspected that NetEase was responsible for those exclusive events, and head of development for Blizzard's live games and mobile division Walter Kong has now confirmed as much."
"Even when Chinese players aren't getting exclusive skins, there's a sentiment among players elsewhere that those in China are being treated better than the rest, which was only made worse by the anniversary event. While most players are getting recolored skins of the original launch heroes through lootboxes, China is getting 10 free customizable Mythic Skins, which are typically unlocked through completing a battle pass and earning specific currency. Though Blizzard isn't giving everyone those free skins, it has made some adjustments to the"
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