Dive Brief:
- Real estate marketplace Zillow has partnered with Blizzard Entertainment’s online role-playing video game World of Warcraft for a co-branded digital experience called Zillow for Warcraft, per a press release.
- Zillow for Warcraft includes a custom microsite that allows users to browse a collection of in-game homes from Azeroth, the fictional world within World of Warcraft. Users can unlock in-game items, including a Zillow-inspired doormat.
- Zillow developed the experience in partnership with agency 72andSunny and production company We Are Royale. The effort will be supported by a co-branded campaign spanning social, Reddit and TikTok creator content.
Dive Insight:
Zillow is combining its familiar home exploration platform with a fantasy setting for Zillow for Warcraft, an experience that coincides with the introduction of player housing within World of Warcraft. Launched in 2004, World of Warcraft has attracted millions of players and become one of the highest-grossing video game franchises of all time.
“Player housing is a milestone moment for the World of Warcraft community, and we wanted to honor it in a way that felt authentic and unexpected,” said Beverly Jackson, vice president of brand and product marketing at Zillow, in release details. “Zillow exists at the center of how people think and talk about home, and gaming has become another powerful expression of that.”
The Zillow for Warcraft microsite highlights a combination of player-favorite housing creations and early looks at Blizzard-built homes inspired by the video game. A handful of homes are also featured with Zillow’s Showcase experience, allowing users to engage with 3D home tours and SkyTour-style visuals. Zillow will continue to feature new player-created homes over time. The experience is not transactional, meaning there is no buying or selling of homes or pricing.
The effort will be extended through a co-branded campaign across social media, including Zillow’s social channels, Reddit and TikTok creator content, with creators and players of the game sharing their in-game homes and reactions. The partnership with World of Warcraft is part of Zillow’s 2026 brand platform, “Someday Starts Today,” which launched earlier in February. The effort encourages consumers to take the first step to achieve their home-ownership dreams.
Beyond Blizzard Entertainment, Zillow has partnered with other entities for a similar purpose. Last fall, Pillsbury celebrated the 60th anniversary of its Doughboy mascot by listing the Modern Doughhouse revival on Zillow with an asking price of 1 million biscuits. In 2023, Nissan souped up its long-running “Heisman House” program with a Zillow tie-up that allowed it to showcase the mansion dedicated to college football greats in detail.
