Overwatch 2 x LeSerafim actually a bold and Necessary Move for Blizzard Entertainment

Photo by Frogger

I am always giving credit when it’s due, which this time is Overwatch and their new partnership with LeSerafim. It’s been a couple of months since Blizzard Entertainment has done several marketing suicides where they clearly didn’t finish their promise as the sole reason why Overwatch 2 was launched and of course, we didn’t forget super pricey cool Diablo 4 skins that sold on the platform. All of them resulted in a review bombing on Steam, which I feel is a bit unfair. Overwatch 2 is a pretty solid game with a not-very-welcoming community, to say the least.

Although it’s not the first coined corporation between K-POP Group Band and Game Company (Riot Games with KDA and Newjeans). After 5 years of playing Overwatch, I feel like this is the bold move they need for now. Not only serves as a good brand awareness campaign but also a good sales campaign as well, here’s why:

1. Overwatch in the Korean market is huge, but not as huge as League of Legends. This campaign will guarantee the dominance of Overwatch over the Korean market.
2. It also serves as Brand Awareness for the untapped market that is based on the KPOP fans. Since Overwatch monetization shifted towards a freemium model (You can play it free, but you can pay for more progression or skins) it makes it easier for them to get into. (See More: https://www.youtube.com/watch?v=hLvWy2b857I)
3. It also serves as a sales campaign considering based on my experience people who consider themselves K-pop fans have tendencies to have a huge buying power. With new releases of skins, Blizzard could get millions from this campaign.

Overwatch 2 is far from the perfect launch and with the business decisions that incited backlashes from its community, it’s not a perfect game, to say the least. I don’t listen to K-pop that much, but I play games (read: a lot) and I hope that this campaign will be a success for Blizzard. It’s high noon! Time to get back on my D.Va pilot, and sharpen my Ana quick scope!

Also posted on my Linkedin.