In the lead-up to its premiere, Barbie dominated the marketing scene with its pink-themed campaign. However, another major entertainment brand took a different approach and embraced the darker side of culture for its marketing campaign. This brand was Diablo IV, the latest installment in the hellish action role-playing game franchise. And it was a huge success.
Within the first month of its release, Diablo IV garnered over 10 million players who collectively spent more than 700 million hours playing the game. This record-breaking achievement led to Blizzard, the game’s developer, having a record-breaking quarter with over $1 billion in net bookings. Diablo IV outsold all other titles at that stage of release, making it a remarkable success for Blizzard.
So, what contributed to Diablo IV’s success? According to Diablo general manager Rod Fergusson, the game’s strong story played a significant role. The team at Blizzard focused on creating a captivating narrative that would appeal to both new and existing players. They wanted Diablo IV to become a favorite for those who have played previous installments and a great entry point for newcomers.
But it wasn’t just the game itself that attracted players. Diablo IV’s marketing campaign was provocative, creative, and at times, a little gross. It featured a trailer directed by Oscar winner Chloé Zhao, eulogies read by Megan Fox, a Diablo Dungeon Crawl episode with Chloe Grace Moretz, a remix of Halsey’s “Lilith” featuring Suga from BTS, and a partnership with KFC. There were also various unique activations, such as a tattoo parlor takeover, a pop-up “goremet” chocolate shop in London, and even a limited edition Demon Meat Shake that consisted of thick gummies immersed in sugary, viscous fluid.
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Kaleb Ruel, Blizzard’s VP of Global Marketing for Diablo, explained that they embraced the “dark culture renaissance” and looked for marketing strategies that would resonate with Diablo’s unique themes without alienating potential new players. They wanted to tap into the current cultural trends and provide entertainment value to both fans and newcomers.
Interestingly, Diablo IV also had an unintended viral moment thanks to the Canadian wildfires. At the time of the game’s release, smoke from the wildfires created an orange hazy sky in certain areas, including New York. A photo of a Diablo IV billboard against this backdrop quickly made its way across social media, generating even more buzz for the game.
In a conversation with The Hollywood Reporter, Fergusson and Ruel discussed the evolution of the gaming industry and how player behavior has changed over the years. Fergusson highlighted the shift from physical copies to digital libraries, where players can pre-download games and enjoy a seamless gaming experience. The concept of a digital library that can be carried across different console generations has become the new norm, empowering players and allowing for cross-generational gameplay.
Furthermore, Fergusson emphasized that players now view gaming as a hobby or lifestyle rather than a one-time experience. They want ongoing engagement and continuous updates, which is why games like Diablo IV are designed as live services, with regular seasons and updates to keep players engaged. Diablo IV is built to cater to both new players and those coming from Diablo III, a game that has maintained a dedicated player base for over 11 years.
When it comes to marketing a new game, Ruel emphasized the importance of understanding the cultural landscape and finding ways to engage both existing fans and new players. Blizzard conducted research to identify trends in dark culture and how they could incorporate those elements into their marketing campaign. By intersecting food, fashion, and music with the dark themes of Diablo, they were able to create a campaign that resonated with their target audience.
Some of the standout activations included a music partnership with Halsey and Suga of BTS, which not only promoted the game but also provided entertainment value to fans. These non-traditional marketing strategies were designed to break through the noise and create a positive reaction among both existing fans and new players.
Overall, Diablo IV’s success can be attributed to its compelling story, innovative marketing campaign, and the shift towards digital gaming and ongoing engagement. Blizzard’s ability to tap into cultural trends and provide a captivating gaming experience has solidified its position in the gaming industry and set a new standard for future game releases.
