One-Liner Brief: Give ‘em Hell

Your Challenge
We’re looking to position Diablo IV as the hard-M (rated) entertainment event of the year. Your task
is to create a standout idea for a Diablo IV launch campaign/activation that breaks through culture,
exciting both non-players and seasoned adventurers, while reestablishing Diablo’s position as one of
the greatest gaming franchises of all time.

Context
Developed by Blizzard in 1997, Diablo is an action role-playing game (ARPG) of good versus evil in
Sanctuary's dark fantasy world. Diablo is considered by many to be among the greatest games of all
time and has spawned two premium sequels: Diablo II in 2000 and Diablo III in 2012. In addition, the
first mobile entry in the franchise, Diablo Immortal, was released in June, becoming the biggest
launch in franchise history with over 30M downloads in 2 months.

Diablo IV is set to launch in 2023 and will take up the mantle on console and PC, bringing the
darkest, most epic story to players with an entirely modern gameplay experience.

Business Challenge
The franchise's last PC installment was launched ten years ago, in 2012. While it was a huge success,
the competitive space has grown extremely crowded; many of the game features that set Diablo apart
are now considered genre standards and expected by ARPG players. Additionally, Diablo's relevance
in culture must reemerge, as the younger generation of console players aren't as familiar with the
franchise as our core audience.

Audience
Bullseye Audience _ Gen Z console-first ARPG/RPG players. Their favorite games come from our
genre (The Witcher, Lost Ark, Eldem Ring) This is an audience with lower familiarity of the Diablo
franchise, and possibly one who associates Diablo (and other Blizzard games) as a PC-first gaming
experience. They love the open-world freedom, but they’re tired of the filler and the lulls and want
more red-blooded action in and out of gaming. They pride themselves on their edgy, nonconformist
personas. They’re drawn to dark culture of all kinds, and love being into things that shock “polite
society”

Secondary Audience _ Diablo fans and Blizzard gamers. These are players who are familiar with the
Diablo franchise, they grew up playing Diablo, or recently joined Diablo through Immortal on
mobile.

Additional Game context

Since Diablo IV is an unreleased game, we wanted to provide additional content so you get a sense of
what the game is about.
Xbox Diablo gameplay showcase: This is the closest you’ll see in terms of real gameplay. Everything is
captured on xbox.
Diablo IV cinematics: This gives you a tease of the game’s storyline. It’s not real gameplay, it’s a
trailer to get players excited about the game and its main characters.