Blizzard leveraged Play Quests to promote the first expansion of their popular role-playing game Diablo IV.
Results
Overview
Diablo IV, developed and published by Blizzard Entertainment, is an action role-playing game that stands as the fourth main installment in the Diablo series. It has garnered mass acclaim for its engaging gameplay mechanics, diverse characters, rich storyline, and thriving online community. The game has particularly resonated with Discord users, attracting 500,000+ members to its official Discord server.
Objective
Blizzard aimed to promote the first expansion of their popular role-playing game Diablo IV. Their goals were threefold: reach current players, re-engage lapsed players, and attract newcomers to the Diablo franchise. With over 500,000 members, Discord's Diablo IV community—one of the largest—made it the ideal platform to promote this new expansion.
Solution
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Blizzard launched a streaming Quest which required players to stream Diablo IV for 15 minutes to a friend on Discord in order to unlock the “Sea of Voices Weapon Bundle” in-game reward. The Quest displayed a "Vessel of Hatred" branded Quest bar on the Discord Desktop app as the primary targeted ad placement.
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Results
The Diablo IV: Vessel of Hatred Quest on Discord attracted over 700,000 participants, leading to a 365% increase in player count during the launch week of both the Quest and the Vessel of Hatred expansion. The unique streaming Quest, combined with Blizzard's marketing campaigns, generated lots of interest and excitement. This resulted in an 800% increase in total playtime hours on Discord throughout the seven-day campaign.
