Case Study: World of Warcraft

Monday, 15 June 2015

With more than 10 million active monthly subscribers playing worldwide, World of Warcraft (@warcraft) is one of the most recognized and popular gaming franchises. In addition to winning countless awards for rich MMORPG (massively multiplayer online role-playing game) gameplay and cutting-edge digital design, World of Warcraft (WoW) has also developed into a vibrant online interactive community. Blizzard, the game’s developer, had the foresight to build into their platform rich chat functionality, party and guild systems for in-game collaboration, and even a vibrant digital goods ecosystem.

To extend WoW’s footprint, Blizzard looked to Twitter for ways to broadcast a user’s gameplay and in-game activity to a broader community.

Blizzard’s key objective was to help their users bring their in-game experience to their external friends, communities and guilds. To accomplish this, they created a Twitter sharing feature that lets users take screenshots or selfies and share them via a Tweet. Additionally, users are prompted to share their accomplishments or acquisition of new items on Twitter.

Micah Whipple, editor of World of Warcraft, shared that “Twitter was a natural fit for integration, given that we were already using the platform to broadcast product updates and provide support to our active online community.”

Read the case study to learn more.