In May 2016, the gaming universe was shaken by the release of a title that quickly became a phenomenon: Overwatch, a first-person shooter developed by Blizzard. It is the same company behind Warcraft, Diablo and StarCraft, franchises that defy the passage of time and remain popular decades after their first versions were released.
However, an established name does not guarantee success on its own. Besides its own reputation, Blizzard used a very well-crafted strategy to win over the public. Even before it was released, Overwatch was already a success.
The secret of this instant hit owes a lot to Blizzard’s ability to deliver an excellent-quality product and create a buzz that left gaming enthusiasts anxious and excited to get to know the title.
Analyzing Overwatch and the whole universe, real and virtual, that surrounds it is more than studying a simple case. It is a true lesson in entrepreneurship and marketing. Check out below 6 lessons the game can teach anyone who wants to take better-aimed shots when developing and running their business.
1) Shooting fast and in every direction may not be a good idea (in business or in Overwatch)
In the world of entrepreneurship, the pursuit of results at all costs tends to be a predominant mindset among leaders and managers. But in aiming at that target, many companies end up, ironically, suffering from a lack of focus, whether by launching too many products and ventures or by abandoning them before the end.
Blizzard Entertainment is an excellent example of a focused company. Between the release of Warcraft: Orcs and Humans, its first hit, in 1994 and today, the company has started only three other game franchises: Diablo, StarCraft and Overwatch. Before Overwatch, Blizzard’s last major release had been the third Diablo title, four years earlier.
Blizzard’s strategy is clear and smart: by being selective with its releases and putting them out after long intervals, each game the company develops becomes unique, which increases the public’s interest in and desire for new things.
In this way, the company teaches us something that can and should be followed by entrepreneurs in any field: having focus and working toward a fixed goal is one of the crucial elements of success.
2) Tell stories with your product
When Overwatch was launched, Blizzard produced and released a series of short animated videos (no longer than 10 minutes) in which some of the new game’s characters were introduced and had their stories told.
Although they were only a complement to promote the game, these shorts drew attention for their wealth of detail and the care with which they were made. It was a great example of the engagement power of good storytelling.
Storytelling is a term widely used in marketing to define a strategy that consists of telling stories capable of creating a genuine connection between a brand and its audience.
Videos, texts and images reveal much more than they may seem to. These resources are powerful tools for conveying everything that is behind a brand or product. Blizzard understood this very well, using storytelling to boost engagement and build a base of passionate Overwatch fans even before the title was available to play.
3) Pay attention to trends
Overwatch was released in May 2016, a few months before the start of the Rio de Janeiro Olympics.
Attuned to the moment, Blizzard decided to ride the hype and, in August of the same year, launched Summer Games, a seasonal event that brought themed skins, special challenges and even an exclusive game mode to the game, Lúcioball, based on soccer and starring Lúcio, the game’s Brazilian character. Summer Games was so successful that it became an annual tradition.
Taking advantage of seasonal marketing is one more business management lesson that Overwatch, and the world of online games in general, can give us.
A good manager is also a great observer of the world around them. Keeping up with the trends that come and go is essential to keep your business from falling behind. It is also a great idea to take advantage of commemorative dates and events to create actions that attract more people and positively affect results.
4) Evolve constantly
Since 2016, Overwatch has been constantly evolving. So much so that, in October 2022, the original game was replaced by the release of Overwatch 2, a sequel that expands the number of available characters, maps and game modes.
Both Blizzard and other game companies frequently roll out additions, changes and expansions to their titles. These initiatives help keep the game from becoming monotonous or repetitive, maintaining players’ interest.
For example: in Overwatch, there are currently 39 playable characters, each with unique personalities and abilities. That also means there are 39 different gameplay strategies to learn, since each character carries their own.
One of the reasons for the success of Blizzard’s products is that they know what their consumers want, and that is something every entrepreneur should keep in mind.
Day after day, many businesses become obsolete simply because they fail to adapt to the demands of the public and the market. If you want your venture to succeed, try to make your product or service the best it can be for the niche in which you operate.
5) Perfection does not exist, but we can get close to it
Although it was released in 2016, the story of Overwatch begins almost a decade earlier. In 2007, Blizzard announced a game unlike anything the company had presented until then. However, the project ended up being canceled after 7 years of development.
Titan, the game that never happened, was not completely lost. Some of the concepts, characters and maps that had been created for it ended up being reused in a new Blizzard game, announced in 2014: Overwatch.
Overwatch gameplay when the game was still in its early stages of development.
Blizzard chose to discard part of work that had been underway for years in favor of a bigger goal: delivering to its audience an even better product than that one, seeking to achieve excellence or at least come close to it.
That is why every detail of Overwatch, from the graphics to the gameplay, was designed to deliver the best possible experience to players. Blizzard’s effort to create something of extreme quality is the same effort any other company puts in (or should put in) when developing its product or service.
However, it is important to stress that seeking perfection is not, and should not be, an excuse for procrastination. As we saw in the previous section, improvements can (and should) continue to be implemented even after the product is already on the market. You need to balance both things to generate positive results.
6) Turn your customers into an engaged community
Even though titles like Overwatch, World of Warcraft, StarCraft and League of Legends are very different games, there is one element that connects them: over the years, all of them have built large and loyal communities of players.
Fans are a vital element of gaming culture. These devoted players gather in online forums, social media groups and even in person to exchange tips, debate ideas or simply meet other people who share their interests.
This movement helps keep the audience engaged, connected to one another and, above all, active within the game.
Crowd gathered to watch a professional Overwatch championship.
But anyone who thinks this behavior only exists among consumers of games or other cultural products is mistaken. A quick look at social media puts us in touch with group after group of people who connect around topics such as fashion, cosmetics, food, health and many others. These communities follow the same dynamic as those formed by gamers: people who like something so much that they feel the need to find others with the same interest.
Building a community around your brand or product is a strategy that almost always generates great results. There are many ways to do it: social media, discussion forums, WhatsApp groups or any other environment where you can bring your entire audience together in one place.
By doing so, in addition to building customer loyalty, you can gather insights for improvements straight from the most reliable source possible: the people who consume what you offer.
As we have seen, the video game industry is, in essence, no different from any other. The strategies Blizzard developed with Overwatch can serve as a mirror for any venture, whatever its field.
Large, experienced companies are always the best example for any entrepreneur who wants to grow and evolve. The business world is a big game in which whoever builds the best strategies wins. So how about drawing inspiration from the lessons we showed in this article and optimizing yours?
