Submitted by NewGen

Diablo Vessel of Hatred Launch

NewGen ran a 50 streamer live campaign for Blizzard Entertainment around the Diablo Vessel of Hatred expansion launch, reporting 13M+ impressions across the activation.

220K+hours watched
13M+impressions
15klink clicks

Case in 60 seconds

Blizzard Entertainment approached NewGen to connect with gamers and generate buzz around the launch of Diablo Vessel of Hatred, an expansion to an existing series, which meant the work had to revive attachment to Diablo 4 rather than introduce a new title.

The campaign appears to turn on the reading that streaming audiences respond to a shared stake, because a reward tier that rises with collective contribution gives viewers of one channel a reason to care what every other channel is doing.

NewGen built the launch around a common goal rather than 50 separate broadcasts, pooling streamer output into a community pot whose point total decided the tier of rewards unlocked for the audience.

NewGen activated with NewGen Live across 50 streamers in target regions including the UK, Germany, France, Spain and Italy, where creators contributed to the community pot and earned points towards the community goal, and the higher the community points achieved by the end of the campaign, the higher the tier of rewards unlocked in the giveaways.

NewGen reports 220K+ hours watched, 13M+ impressions and 15k link clicks, and states that using the common goal produced an additional uncontracted 1/3 of hours streamed across the campaign.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Gamers, and specifically the existing Diablo 4 community the campaign set out to reignite ahead of the Vessel of Hatred expansion.
An expansion asks an audience to return to a game it has already played, so the campaign had to rebuild engagement with Diablo 4 rather than generate interest in something unfamiliar, which is why the work was framed as reigniting passion.
Blizzard Entertainment supplied the rewards that the community goal unlocked, so the brand sat behind the mechanic as the source of what the audience was playing for rather than as the subject of the streams.
Based on the available evidence, the design assumes creators and viewers behave differently when progress is shared, because points banked towards a common total make additional streaming hours worth something to everyone watching rather than only to the channel that streams them.

Creative & Execution System

Assets & channels

  • livestream

Partners

  • NewGen (lead_agency)

Participation mechanic

  • Viewers took part through the community goal: creators contributed to a community pot and earned points, and the community point total reached by the end of the campaign determined which tier of rewards was unlocked in the giveaways.

Creator role

  • 50 streamers

Results & Evidence

MetricValueResult type
additional uncontracted hours streameduncontracted 1/3 of hours streamed across the campaignperformance
hours watched220K+performance
impressions13M+impressions
link clicks15ktraffic

The Work

TikTok@visacashapprb/video/7439438337938574624

Why NewGen's strategy worked

  1. 1

    Tying individual creator output to a collective reward tier appears to extend delivery beyond contract, because the additional uncontracted 1/3 of hours streamed came from creators choosing to stream more once their hours counted towards a shared total.

  2. 2

    A single mechanic can carry a multi market activation without market specific creative, since the same community pot and reward tiers ran across the UK, Germany, France, Spain and Italy on one shared goal.

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