NetEase is making its presence known. The Chinese gaming giant, historically rooted in competitive multiplayer and game service, has recently announced Blood Message, its first entry into the challenging domain of solo AAA narrative-driven games. This marks a significant strategic shift for a publisher that, until now, had not ventured into the territory dominated by developers such as Naughty Dog, Santa Monica, or FromSoftware, among others. The ambition is clear: to compete with Western developers on their own turf, following in the footsteps of Black Myth Wukong, which blazed a trail last summer over a year ago.
Developed by 24 Entertainment (Lin’an), Blood Message is presented as a linear third-person adventure set in the final years of the Tang Dynasty. The player assumes the role of a nameless messenger, accompanied by his son, journeying through the hostile territories of Central Asia and Western China. The objective is to deliver a message that could alter the fate of a dying empire. This narrative structure, combined with an uncommonly explored geopolitical and cultural context in video games, focuses on the anonymous and overlooked figures of history rather than imperial ones. Graphically, the game runs on Unreal Engine 5, enhanced by proprietary technologies developed internally. Early images suggest meticulous attention to artistic direction, with desert landscapes inspired by Dunhuang and remote villages marked by political instability.
The game primarily stands out thematically: it is not just about delivering a physical message but also highlights a history often overlooked in global video game culture. The narrative aims to be “cinematic,” yet grounded in aesthetic and moral codes typically Eastern, such as honor, family, transmission, and the subjugation of the individual. The announcement of Blood Message is significant as it aligns with the growing presence of Chinese studios on the international stage, where the trend of “game-mobile service” is shifting towards more ambitious experiences tailored for PC and console markets. Zhipeng Hu, vice president of NetEase, openly states: “We are ready to offer a global cinematic experience,” addressing both players and investors.
On the mechanical side, the game promises a blend of intense combat, stealth elements, and survival challenges. Specific details regarding the progression system, longevity, and exact chapter structure have yet to be disclosed; however, NetEase is introducing a novel approach with Blood Message: it will be a single-player title without multiplayer features or microtransactions, designed as an immersive interactive film experience. If this vision materializes, Blood Message has the potential to join the ranks of other major solo Chinese AAA games, following the global success of Black Myth Wukong, which sold 25 million copies within six months. The trailer and assets will provide further insight into the game’s offerings.
