BlizzCon 2023

ZED INK was proud to produce Blizzard Entertainment’s annual video game conference, BlizzCon, which brings together passionate fans from across the globe to celebrate their shared love of Blizzard’s biggest gaming titles. Our goal was to stay true to each game and honor the passionate and diverse fanbase at the core of the event. The objective was to deliver a compelling and engaging experience centered around immersive activations and programmed live content, while prioritizing gameplay and community engagement. The two day event encompassed the entirety of the Anaheim Convention Center: an arena mainstage which served as the homebase for the live-streamed programming as well as three massive experiential halls.

From the Arena, our 90-minute live-streamed Opening Ceremony featuring news and announcements from Blizzard leadership, including Head of Xbox Phil Spencer, broadcast to a combined live and virtual audience in the millions. We designed the multiscreen set to visually transform with stage content, to extend an almost unlimited range of aesthetics. Following the Opening Ceremony, the mainstage transitioned into a series of back-to-back deep dive panel discussions with Blizzard design and development visionaries.

In the experiential halls, fans had the opportunity to experience their favorite games as tangible, explorable spaces. Modeled directly after each video game, World of Warcraft, Diablo, and Overwatch became theme-park-esque environments fans could step into and engage with. We designed each hall with four key structural principles: immersion into the world of the IP with an epic scenic focal point; community spaces with multiple places for gathering, connecting, and spectating; iconic and memorable experiences such as photo ops and live tattooing; and finally, a significant emphasis on gameplay. Many of the communal spaces were designed after taverns, inns, and lounges one might visit in the video game worlds, with large HD screens to host viewings of the Arena simulcast.

Our Community Night award show rounded out the programming, celebrating the epic talent within the Blizzard fan community, crowning the best fan art and DIY cosplay. A spectacular performance from K-pop sensation LE SSERAFIM closed the event.