Facebook Challenges Twitch With Blizzard Integration

What Happened
Following the launch of an eSports network and programming on Facebook last month, popular video game maker Blizzard is forging a bond with the social network by integrating Facebook’s login and Live video features into its PC games and online gameplay service Battle.net. This integration allows players to easily start broadcasting their gameplay on Facebook. Although Battle.net added support for Twitch last September, this will no doubt put some pressure on Twitch as Facebook gears up to compete for the game streaming market.

What Brands Need To Do
Given Facebook’s massive user base, its newfound interest in gameplay streaming should come as an auspicious sign for the gaming industry. Quickly growing from a nerdy niche to a legitimate new media segment that commands millions of eyeballs, the gaming industry has enjoyed rapid growth in the past few years. Meanwhile, Facebook has been making a strong push for its Live video product in the recent months, so it makes sense for the social network to tap into one of the most popular content segments in live streaming. For brands seeking to connect with a young, male-skewing audience that video games typically deliver, this provides a new channel to reach a wide audience. Therefore, now is the time for brands to include video game streaming and eSports as part of the media strategy via relevant sponsorships.


Source: VentureBeat

Is ‘World of Warcraft’ A Loyalty Program?

WoW_loyaltyColumn originally featured on MediaPost

What’s the difference between “World of Warcraft” and a loyalty program? Surprisingly little. Blizzard (now Activision Blizzard) has made an empire out of games that don’t end. From “Diablo” to “World of Warcraft,” these are bestselling hits predicated on a simple formula: Make your customer an addict.

There’s a ton of things to learn from this company, including novel tactics of CRM – but for the purposes of this post, we’ll limit ourselves to a look at how a store loyalty program would look if designed by Blizzard.

Diminishing returns: All Blizzard games start off with tremendous quantity of rewards per investment at the outset, but taper off into hours of work for a marginal but significant qualitative gain. So our loyalty program will be layered with bronze, silver, and gold points. At the outset, bronze points accrue quickly and can be redeemed often for small perks. Eventually members can purchase a silver membership using their bronze points, at which point they accrue silver points instead, albeit at a slower rate. These can buy more rewarding perks. Gold membership follows in the same manner as silver. Read more.