Blizzard Entertainment, the acclaimed studio behind iconic franchises like World of Warcraft and Diablo, is embarking on a new era of expansion, marked by a forthcoming Diablo television series on Netflix and the indefinite continuation of World of Warcraft under the “WoW Forever” banner. Johanna Faries, President of Blizzard and a veteran of the NFL and Call of Duty, shared insights into the company’s strategic vision for evolving its beloved intellectual properties (IP) and engaging with a broader entertainment landscape.
Expanding Blizzard’s Entertainment Universe
Faries emphasized Blizzard’s identity as “Blizzard Entertainment,” not just “Blizzard Games,” highlighting a deliberate strategy to extend its franchises into new forms of media. “Linear media opportunities” are a key component of this vision, aiming to create new avenues for fandom and community engagement. This approach seeks to keep Blizzard at the forefront of the entertainment industry by transcending the boundaries of gaming.
“It creates new swells of fandom. It creates new reasons for community to gather around and have new conversation that pushes culture,” Faries explained. “And back to entertainment, I think we always think about it with a capital E. We have this right to stretch our ambitions, not just around our games, but beyond gaming to continue to put Blizzard top of mind across the entire entertainment industry.”
The Diablo Netflix Series: A Creative Partnership
The upcoming Diablo series on Netflix represents Blizzard’s first major collaboration with the streaming giant. Faries described the project as a “long time in the making,” stressing the critical importance of a strong creative partnership. The development team feels confident about the progress and shared vision for the series, aiming to deliver a high-quality product that reflects the ambition of stretching the Diablo IP into new territory.
“I think everybody around this project that’s in development feels really, really good that we’re making great progress, that everybody’s really having a good, aligned sense of what we want to bring forward,” Faries stated. “And that always makes it feel like, okay, we’re going to put on a high-quality product here.” The move into a new medium is met with excitement from both Blizzard and the dedicated Diablo fanbase.
World of Warcraft: A Forever Journey
A significant announcement for long-time fans is the introduction of “WoW Forever,” an evolution of the World of Warcraft Classic experience designed to continue indefinitely. This initiative aims to cater to the existing Classic community while also enticing players who may have drifted away or never experienced Warcraft before.
Faries detailed the extensive consideration involved in shaping WoW Forever. “How do we make sure that even if our existing classic community wants to stay in that particular universe and experience and not feel left behind or that they have to do a restart, let’s make sure that when we introduce this new lane of experience that that is just as compelling,” she said. The focus is on creating a journey rather than solely on reaching a destination, ensuring players feel supported and not rushed.
The subscription model for World of Warcraft now encompasses the main game, Classic, and WoW Forever, offering substantial value to players. Blizzard is committed to maintaining high quality across all these experiences while continuing to innovate for the long-term future of the franchise, building upon foundations laid by titles like Warcraft III.
Platform Expansion and Franchise Longevity
Addressing the perception of Blizzard as primarily a PC-centric company, Faries acknowledged the studio’s PC roots while emphasizing its presence across multiple platforms. The recent announcement of Diablo coming to Nintendo Switch is a testament to this broader platform strategy. Faries noted a strong existing Diablo player community on the Switch, making it a natural fit for deepening engagement with Nintendo players.
“We have a really strong Diablo player community within the Switch platform already. So I think this is just another way for us to continue to deepen that relationship with our Nintendo players,” Faries commented.
The enduring success of Blizzard’s franchises, some spanning over two or three decades, is attributed to a continuous push for innovation and modernization. Faries expressed that despite the company’s long history, it feels “35 years young,” with ample territory yet to explore. The studio views itself as being in the “early innings” of its journey, setting a high bar for sustained growth and creativity.
The Importance of BlizzCon and Leadership Experience
BlizzCon remains a cornerstone event for Blizzard, celebrated for its unique focus on community. Faries described it as a vital gathering that reinforces gratitude for the community and provides an essential opportunity for real-world connection and celebration of Blizzard’s universes.
Faries’ leadership at Blizzard is informed by her extensive experience in high-stakes environments, including her time with the NFL and leading the Call of Duty League. She draws parallels between the NFL’s community, fandom, and deep-rooted passion with Blizzard’s global player base. Her experience building the Call of Duty League from the ground up instilled a startup mindset, emphasizing agility and the ability to pivot, particularly in the face of challenges like the COVID-19 pandemic.
Running the Call of Duty business as general manager provided a deep understanding of publishing, development, and the intricacies of managing iconic franchises on a global scale. This background has been instrumental in navigating Blizzard’s multi-franchise portfolio.
Impact of Microsoft Acquisition and Future Legacy
The acquisition by Microsoft has been a positive force, fostering a sense of empowerment for Blizzard to focus on its future. Faries noted the supportive environment provided by Microsoft and Xbox leadership, who often inquire about how they can assist Blizzard’s ongoing transformation. Microsoft views Blizzard as a valuable asset within its portfolio, deserving of strategic alignment and support.
Looking ahead, Faries hopes her legacy will be one of empowering Blizzard’s teams. She aims for employees to feel creatively enabled to do their best work, encouraging deep questioning and pushing boundaries while fostering alignment and confidence in decision-making. “I would really hope that our teams would say that they feel creatively empowered to do their best work,” she concluded.
