Key Takeaways
- Blizzard Entertainment is promoting its upcoming World of Warcraft expansion, Midnight, at the AFC Divisional Round game featuring Texans-Patriots at Gillette Stadium.
- The company is using a tailgate-like activation, featuring a cozy tavern from the game, to connect with fans and promote player housing, a highly-anticipated feature.
- Blizzard has seen a significant crossover between pro football fans and World of Warcraft players, with research showing that players are over-indexed in watching sports, particularly the NFL.
- The promotion is a test and learn experience for Blizzard, which may lead to more marketing efforts at sports events in the future.
- The company is working with partners such as the NFL, the Patriots, and Zillow to create a unique and engaging experience for fans.
Introduction to the Promotion
Blizzard Entertainment is making a bold move by promoting its upcoming World of Warcraft expansion, Midnight, at the AFC Divisional Round game featuring Texans-Patriots at Gillette Stadium. The company is using a unique tailgate-like activation, featuring a cozy tavern from the game, to connect with fans and promote player housing, a highly-anticipated feature that has been in the works for months. According to Blizzard Entertainment CMO Monica Austin, the company is excited to be a part of this major media moment and connect with its fans in a new and innovative way.
The Activation
The World of Warcraft: Welcome Home Pre-Game Tavern promotion is a first for Blizzard, which has never used a pro sports event to promote any of its games before. However, the company has worked with the Lakers’ Luka Dončić for Overwatch 2 earlier this year and a Washington college football game in 2024. The tavern, which will sit outside Gillette Stadium in Patriot Place, will offer visitors a chance to grab a drink, watch a livestream of World of Warcraft, and interact with influencers and cosplayers. The activation will run from 11 a.m. to 3 p.m. ET before kickoff, and Austin expects around 200 to 300 people to visit the tavern, with another 50,000 to 80,000 people getting exposure to it as they enter the stadium.
The Significance of Player Housing
Player housing is a feature that may seem trivial to casual readers, but it is a staple in online RPGs and has been requested by World of Warcraft players since the game launched in 2004. Austin said that players have been asking for player housing "forever," and the company is finally delivering. The feature will allow players to have their own homes in the game, which will be a major addition to the game’s gameplay and community. The promotion is also a way for Blizzard to tease its new relationship with real estate firm Zillow, which will be used to promote the feature.
The Crossover between Sports and Gaming
Blizzard’s research has shown a significant crossover between pro football fans and World of Warcraft players, with players over-indexing in watching sports, particularly the NFL. Austin said that the company knows its players are watching the NFL and wants to use this opportunity to reach them in a new and innovative way. The promotion is a strategic way for Blizzard to connect with its fans and promote its game to a new audience. The company is also working with partners such as the NFL and the Patriots to create a unique and engaging experience for fans.
The Future of Marketing at Sports Events
The promotion is a test and learn experience for Blizzard, which may lead to more marketing efforts at sports events in the future. Austin said that everything the company does on the marketing side is something it wants to learn from and continue to accelerate. The company has seen success with its previous promotions, including the partnership with Luka Dončić for Overwatch 2 and the college football activation at Washington. Blizzard is likely to continue to explore new and innovative ways to connect with its fans and promote its games, including at sports events. The company’s ability to connect with players through sports events is a major opportunity, and it will be interesting to see how it continues to leverage this in the future.
