Blizzard Entertainment®
Blizzard Entertainment®
Case study
Case study
Blizzard Entertainment®
Driving Player Engagement and Conversions through Playable In-App Video Experiences
Driving Player Engagement and Conversions through Playable In-App Video Experiences
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Playable video improved engagement and overall campaign results.
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Higher purchase conversions driven by in-app video delivery.
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Video content scaled across multiple channels with Playable + Braze.
A case study in partnership with Playable and Braze.
Blizzard Entertainment® is a leading global developer and publisher of interactive entertainment. Known for iconic franchises like World of Warcraft®, Overwatch®, and Diablo®. Blizzard is focused on delivering rich, immersive experiences that connect players around the world.
In the gaming industry, video does more than tell a story, it drives emotion, builds anticipation, and helps players quickly understand new mechanics and features. Compared to static content, video captures attention faster and communicates the energy and narrative depth of a game more effectively.
From ads and trailers to in-app promotions and email campaigns, video plays a vital role across every stage of the player journey.
A case study in partnership with Playable and Braze.
Blizzard Entertainment® is a leading global developer and publisher of interactive entertainment. Known for iconic franchises like World of Warcraft®, Overwatch®, and Diablo®. Blizzard is focused on delivering rich, immersive experiences that connect players around the world.
In the gaming industry, video does more than tell a story, it drives emotion, builds anticipation, and helps players quickly understand new mechanics and features. Compared to static content, video captures attention faster and communicates the energy and narrative depth of a game more effectively.
From ads and trailers to in-app promotions and email campaigns, video plays a vital role across every stage of the player journey.
Challenge
Blizzard wanted to improve how players discover new content by introducing an integrated, user-friendly way to showcase updates, new titles, and expansions, without disrupting the in-app experience.
Blizzard wanted to improve how players discover new content by introducing an integrated, user-friendly way to showcase updates, new titles, and expansions, without disrupting the in-app experience.
Capabilities
Playable, an innovator in video delivery, together with Braze, the leading customer engagement platform that empowers brands to Be Absolutely Engaging, play a pivotal role by enabling Blizzard to manage player communications across channels, deliver instant-play video and user-relevant content, keeping players engaged in the game longer and improving the overall user experience.
Playable pushes engagement further with the ability to:
Engage players in mobile apps using video through in-app notifications without app development or adding bloat by increasing app size.
Deliver demos or updates without leaving the app.
Playable, an innovator in video delivery, together with Braze, the leading customer engagement platform that empowers brands to Be Absolutely Engaging, play a pivotal role by enabling Blizzard to manage player communications across channels, deliver instant-play video and user-relevant content, keeping players engaged in the game longer and improving the overall user experience.
Playable pushes engagement further with the ability to:
Engage players in mobile apps using video through in-app notifications without app development or adding bloat by increasing app size.
Deliver demos or updates without leaving the app.
Design
Blizzard joined with Playable to enable in-app video display formats within their app experience. Instead of long development lead times and concern from game teams on the potential impact it would have on player’s app update and download times, the Blizzard CRM team was able to focus on creating an amazing player experience and with the complexity of video delivery resolved by Playable.
Blizzard joined with Playable to enable in-app video display formats within their app experience. Instead of long development lead times and concern from game teams on the potential impact it would have on player’s app update and download times, the Blizzard CRM team was able to focus on creating an amazing player experience and with the complexity of video delivery resolved by Playable.
Solution
What’s Next for Blizzard?
Multi-video display formats within their app experience.
Instead of linking to a single trailer or separate content assets, Blizzard will create a choose-your-own-adventure style in-app journey with multiple pieces of video content, such as trailers, character intros, or seasonal updates all within a single video interface.
Players can tap between different videos, preview content, or explore various game paths all in a single screen. No need to leave the app or load external pages. Every interaction happens in one place, which keeps the experience focused.
Playable, combined with Braze, supports real-time delivery of video content, ensuring players experience a self-personalized in-app journey with multiple video assets delivered through a single video interface, driving higher engagement for Blizzard.
What’s Next for Blizzard?
Multi-video display formats within their app experience.
Instead of linking to a single trailer or separate content assets, Blizzard will create a choose-your-own-adventure style in-app journey with multiple pieces of video content, such as trailers, character intros, or seasonal updates all within a single video interface.
Players can tap between different videos, preview content, or explore various game paths all in a single screen. No need to leave the app or load external pages. Every interaction happens in one place, which keeps the experience focused.
Playable, combined with Braze, supports real-time delivery of video content, ensuring players experience a self-personalized in-app journey with multiple video assets delivered through a single video interface, driving higher engagement for Blizzard.
Playable’s ability to deliver interactive video through in-app messages has been a game-changer. It allows us to connect with players at the right moment, keeping them engaged without ever needing to leave the app and best of all it’s quick and agile with minimal campaign setup.
Playable’s ability to deliver interactive video through in-app messages has been a game-changer. It allows us to connect with players at the right moment, keeping them engaged without ever needing to leave the app and best of all it’s quick and agile with minimal campaign setup.
Playable’s ability to deliver interactive video through in-app messages has been a game-changer. It allows us to connect with players at the right moment, keeping them engaged without ever needing to leave the app and best of all it’s quick and agile with minimal campaign setup.
Sina Zand, Head of CRM Strategy & Lifecycle Marketing, Blizzard Entertainment
Sina Zand, Head of CRM Strategy & Lifecycle Marketing, Blizzard Entertainment
Sina Zand, Head of CRM Strategy & Lifecycle Marketing, Blizzard Entertainment
Impact
Strategic Impact
Increase in performance.
Purchase conversion improvements.
Enhanced visual storytelling that engages recipients in the complete campaign narrative.
Utilizing video through in-app notifications rather than relying on standard static assets.
Key Outcomes
Cross-channel delivery: Playable and Braze enable Blizzard to deliver high-definition video content across channels, increasing ROI.
Repurpose content: By repurposing video and delivering across channels without added production and complexity, Blizzard’s campaigns are more efficient to run and scale.
The result: Higher engagement, and improved conversion, driven by a more immersive and connected experience.
Strategic Impact
Increase in performance.
Purchase conversion improvements.
Enhanced visual storytelling that engages recipients in the complete campaign narrative.
Utilizing video through in-app notifications rather than relying on standard static assets.
Key Outcomes
Cross-channel delivery: Playable and Braze enable Blizzard to deliver high-definition video content across channels, increasing ROI.
Repurpose content: By repurposing video and delivering across channels without added production and complexity, Blizzard’s campaigns are more efficient to run and scale.
The result: Higher engagement, and improved conversion, driven by a more immersive and connected experience.