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 e vil 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 Immor tal, 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 en tirely 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 Audienc e _ 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 Immorta l 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 sh owcase: 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.