""This Sunday's NFL playoffs divisional round matchup between the New England Patriots and the Houston Texans will feature a World of Warcraft-themed attraction for tailgaters, and it's because Blizzard's data shows that its players love sports. The World of Warcraft: Welcome Home Pre-Game Tavern, as it's called, is a marketing activation that's meant to promote WoW's upcoming Midnight expansion. Inside the tavern, people can get a drink and watch World of Warcraft livestreams.""
""We've done a tremendous amount of deep dives to understand who are our players, lapsed and active. One of the things we see consistently is that our players are over-indexed in watching sports. And for the NFL, it's top-three over-indexing sport," Austin said. "We know our players are there. We know they're watching. This is a strategic way that we want to use to reach them.""
A World of Warcraft-themed Welcome Home Pre-Game Tavern will appear outside Gillette Stadium in Foxboro, Massachusetts during the Patriots-Texans divisional playoff game. The activation promotes the upcoming Midnight expansion and offers drinks, livestreams, cosplayers, and influencer meet-and-greets, with Orc cosplayers entering the stadium. Midnight adds player housing and revamps Blood Elf zones while introducing new areas, dungeons, and raids, and will launch on March 2. Blizzard built the tavern at its Anaheim headquarters for months and chose Foxboro over Denver. Research shows WoW players, both lapsed and active, over-index in watching sports, especially the NFL.
Read at GameSpot
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