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Assuming that The9 make a 1/3 of the profit that Blizzard does, then Blizzard are only making £100,000,000 per year in China, which is fragmentary compared to the rest of the world. Hell, that's assuming that The9 only take a third of the costs, it's probably much, MUCH more.
( Although, if NetEase manage to do what they're trying to do, Activision-Blizzard will be in the $$$, as they'll be able to publish Starcraft 2 and Diablo 3 there. )