In addition to a trailer directed by none other than Oscar winner Chloé Zhao, there was also a series of eulogies read by Megan Fox, a Diablo Dungeon Crawl episode with Chloe Grace Moretz, a remix of Halsey’s “Lilith” with Suga from BTS complete with a music video shot in a deconsecrated cathedral featuring a baroque-style fresco inspired by the game, a partnership with KFC, a tattoo parlor takeover, a pop-up “goremet” chocolate shop in London - and a limited edition Demon Meat Shake, which a PC Gamer writer described as “thick gummies immersed in sugary, viscous fluid.”īlizzard’s VP of Global Marketing for Diablo Kaleb Ruel says they leaned into the “dark culture renaissance,” and looked for things Diablo was uniquely positioned to pull off but that also wouldn’t alienate people who were new to the game. They attribute much of the success to the title’s marketing campaign, which was provocative, creative and sometimes a little gross. To be quippy, if you’ve played Diablo before we want this to be your favorite and if you haven’t we want it to be your first.” “We know for new players story is very important.

“ Diablo IV is the strongest story we’ve ever done in the franchise,” says Diablo general manager Rod Fergusson. Microsoft Extends $69B Activision Blizzard Merger Deal Deadline Blizzard also had a record quarter with more than $1 billion in net bookings, according to its July 19 earnings report, which the company says was driven by the successful Diablo IV launch. In its first month, more than 10 million people spent more than 700 million hours playing Diablo IV - the latest installment in the franchise of hellish action role-playing games - and it set a record for Blizzard, selling more units than any other title at that stage of release. While Barbie turned the world pink in the lead up to its premiere, another major entertainment brand was leaning into the dark side of culture for its marketing campaign - and it worked.

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