With more than 10M active monthly subscribers playing worldwide, World of Warcraft (WoW) is one of the most recognized and popular gaming franchises. In addition to winning countless awards for rich MMORPG gameplay and cutting-edge digital design, WoW has also developed into a vibrant online interactive community. Blizzard had the foresight to build into their platform rich chat functionality, party and guild systems for in-game collaboration, and even a vibrant digital goods ecosystem.
To extend World of Warcraft’s footprint, Blizzard looked to Twitter for ways to broadcast a user’s gameplay and in-game activity to a broader community. As WoW Community Team Editor Micah Whipple (@Bashiok) notes, “Twitter was a natural fit for integration, given that we were already using the platform to broadcast product updates and provide support to our active online community.”