BEIJING, Oct. 22, 2009 (Xinhua News Agency) -- Chinese Internet media firm Netease (NASDAQ:NTES) (NTES.NASDAQ) re-launched its game information website named game.163.com recently, which analysts interpret as seeking a bigger voice in China's online game industry, reported Techsina.com.cn on Thursday.

The report, citing sector insiders, said that Netease is hoping to consolidate its profile with local online game operators, particularly as it experienced a series of disturbances after acquiring authorization for World of Warcraft (WoW) earlier in June, 2009.

WoW is a massive multimedia online role-playing game developed by US game runner Blizzard. Previously, it was operated by Netease's local rival, The9 Ltd. (NASDAQ:NCTY) (NCTY.NASDAQ)

Meanwhile, the move was also seen as a chance to bring a handsome advertisement income for the company.

Up to now, structural construction on the game channel had been completed, said the report. Netease dissolved its own game website at end of 2006.

Netease, however, has not made any comment about the revamped game.163.com, the report said.