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Diablo Immortal's Chinese launch delayed

NetEase blames "optimization adjustments" for postponement, does not address banning of game's official Weibo account

Diablo Immortal has been delayed in China just days before its planned release date, Reuters reports.

While regulators had already approved the game for launch and NetEase had collected 15 million pre-registrations, the company said over the weekend it would not make its planned Thursday debut, citing a need for gameplay improvements and "multiple optimization adjustments."

No new launch window was given.

The delay also comes shortly after the Diablo Immortal account on Chinese social media site Weibo was banned from making new posts for "violation of related laws and regulations," according to the South China Morning Post.

NetEase representatives did not respond to Reuters' request for comment.

China isn't the only market where Diablo Immortal has run into issues. Activision Blizzard, which is publishing the game outside of China, said it would not be releasing the game in the Netherlands or Belgium because of those countries' restrictions on loot boxes.

Diablo Immortal launched June 2, and has already generated more than $24 million in consumer spending, according to market intelligence tool Appmagic.

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