“The dark, gritty tone of Diablo’s art style allowed us to really own that in a meaningful way. “The beauty of the church is we were always hunting for a space that Diablo can own and no one else can,” added Ruel. Here’s a behind-the-scenes look at Blizzard IV’s massive marketing undertaking. It also became America’s best-selling video game in June and the third-best-selling video game released in 2023 thus far, per data from industry-tracking firm Circana. Since its release, Diablo IV has become Blizzard’s fastest-selling video game of all time, crossing $666m sell-through in five days. The campaign’s budget remains undisclosed. “This became the runway for the marketing work of Diablo IV.”Įmbedding this long-running franchise into modern culture culminated in painting Diablo IV scenes on to the vaults of a French gothic cathedral, bringing the game’s monsters to life in a Chloé Zhao-directed, live-action trailer, getting a scantily-clad Megan Fox to read eulogies and concocting a demonic milkshake, among many other activations around the globe. Knowing that we were reinvigorating the franchise with Diablo IV after many years, we worked with 72andSunny on a positioning exercise to understand at the root, ‘What is Diablo and what does it stand for?’” explained Kaleb Ruel, vice-president of marketing at Blizzard. “Diablo has a very distinct tone, voice, world and ethos.
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