According to 36Kr, an internal email from NetEase Games shows that the company has decided to relocate marketing head Wang Yi to an overseas role. As part of the change, the former marketing center will be restructured into a user growth center, while the channel publishing center will be reorganized as a publishing center. The related organizational and personnel adjustments are expected to be completed in April.
Wang previously worked as a brand manager at Procter & Gamble and joined NetEase in 2010, where he took charge of marketing for its game portfolio. Over 16 years at the company, he became a central figure in its marketing system. He has also been active at industry events. From 2016 to 2023, he appeared multiple times at the China Game Industry Annual Conference as a senior NetEase representative and delivered speeches.
NetEase has undergone several internal personnel changes in recent months. On January 8, Lin Yunfeng, former head of the Fantasy Westward Journey business division, left the company. In December 2025, Yingfeng Ding, executive vice president and head of interactive entertainment, announced his retirement after 23 years and transitioned to an advisory role.
At the same time, a new generation of executives is moving into senior positions. In March 2025, Zhipeng Hu, head of the ThunderFire business group, was promoted to group executive vice president, while Cheng Long was promoted to group senior vice president. Naraka: Bladepoint and Justice Online, both developed by ThunderFire, have delivered strong performance. Ananta, the group’s anime-style open-world game currently in development, has also attracted attention, with preregistrations exceeding 12 million.
Amid slowing growth, NetEase appears to be adjusting its internal structure as it transitions leadership to a new generation of executives.
KrASIA features translated and adapted content that was originally published by 36Kr. This article was written by Beiguo Shu (alias) for 36Kr.