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Blizzard's New Storm: Overwatch
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Blizzard's New Storm: Overwatch

Blizzard's New Storm: Overwatch

Alex Gerak / Contributor

Game developer Blizzard Entertainment has sure been causing a storm within the gaming community for the past few months with their newest game, Overwatch. A game about a group of heroes that are called upon and assembled to eliminate forces of evil, each hero having special characteristics and ultimate abilities, the game features two primary game modes. “Hardpoint mode”, where a point is held for a certain amount of time and a “payload mode,” where a truck is moved through the streets of the map and players must be near it to keep it moving. After a new level is reached in a players' progression, they receive a "loot box" that contains four items such as different skins, voice lines, and post game celebrations that make character customization more interesting.

Blizzard's advertising strategy was a clever one that also helped to make the game better. Blizzard had two beta versions of the game, a final product that they knew had bugs, open to those selected by Blizzard, and the second beta was a beta open to anyone who wished to play. This gave Blizzard a real sense of what players who were invested in the game wanted and helped them find as many bugs as possible through gameplay. Blizzard also teamed up with Taco Bell to have an Overwatch giveaway and Overwatch themed cups for a limited time. Another clever marketing bit done by Blizzard was the release of short films that revealed some of the characters' pasts, further connecting players to the in-game characters. These short films also led to speculations about how the characters are related and other back-stories developed on the Overwatch page on social media platform, Reddit.

A series of video ads were also just released recently alongside the most recent short film with the character that brings the Overwatch group together again, a giant monkey named Winston. Winston ends the video talking about the threat that is coming and asks the viewer, "Are you with us?" With the game having officially released, your watch has begun!

Activ8 Media is an industry-leading digital marketing agency specializing in brand activation, sports marketing, UFC advertising, talent management, and social media for businesses, athletes, and entertainers.

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