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Just weeks after Microsoft closed its $68 billion deal to acquire Activision Blizzard, the game developer brought back its fan event, BlizzCon, in person for the first time since 2019.
“We love sharing what we’re working on all the time, but to share it in-person with all of you… it cannot be matched,” said Mike Ybarra, president of Blizzard Entertainment, in his opening remarks.
At the event, which was also streamed on Youtube and Twitch, attendees got updates on Blizzard’s most popular franchises including World of Warcraft, Warcraft Rumble, Overwatch 2 and Diablo IV.
“The idea of us interacting with the community is central to the whole thing,” Todd Harvey, head of marketing at Blizzard Entertainment, told Adweek. The experiential event, held Nov. 3-4 at California’s Anaheim Convention Center, saw a variety brand activations to elevate the fan experience.
BlizzCon partners included HP, Intel and Mountain Dew, giving those brands insight and access into some of the most die-hard fans in the $347 billion global gaming market.
Xbox, which is now a corporate sibling, was also a presenting sponsor.
“Our commitment at Xbox is to bring more great games to more great players in more places,” said Phil Spencer, CEO of Microsoft Gaming, in his remarks on stage.
“We will nurture the essence of what makes Blizzard unique,” he added, making a point to acknowledge that many in the crowd were curious to see how this new acquisition would affect Activision Blizzard franchises moving forward.
“Xbox has done an incredible job being player-focused, and it really aligns with what we think about,” Andrew Reynolds, vp of global communications at Blizzard Entertainment, told Adweek.
Harvey said Anaheim’s proximity to Activision Blizzard headquarters is the reason why the event takes place here. “It’s our opportunity to be with the community, spend time with them, answer their questions and show our appreciation,” said Harvey.
Attendees got up close and personal with many of the developers who work on their favorite games, as well as meeting up with fellow players from around the world.