Activation Blizzard's challenge

Activation Blizzard is one of the biggest video game publishers in the world. Blizzard Entertainment is the subsidiary company of Activation Blizzard. People used to like their games very much, no matter how many times Blizzard Entertainment delayed the publish time of their games, their fans were always support them. As a gamer, I was a big fan of Blizzard's games, but what they did recently were unacceptable to me and other fans.

Blizzard Entertainment used to provide high quality video games such as, Diablo III, Hearthstone and Starcraft II etc. Video games are spring up in this decade, and most of the games are low quality and lack of creativity. Blizzard Entertainment were the few video game publishers that still persist the quality of games. "Every Voice Matter" and "Think Globally" are two of Blizzard's main value proposition that were written in front of the Blizzard Entertainment's headquarters.

Gamers used to love Blizzard Entertainment, but they ruins the love their fans give to them. Blizzard Entertainment disappointed their fans by releasing horrible new downloadable content, having terrible response to Hong Kong procession and transfer computer games to mobile games. Blizzard Entertainment followed everybody's step and develop their own mobile games, which is a correct movement to a video games publisher. However, what they did is against what they promise to their fans. Blizzard Entertainment broke their own value proposition to earn profit for Chinese market.  Such a gold digger movement made a lot of fans starting resist everything from Activation Blizzard. The President of Blizzard Entertainment had finally apologize for what they did on Blizzcon(Blizzard's biggest festival) last October. Blizzard Entertainment listened to their fans and give words that their value is not abandoned.

If I am the brand manager of Blizzard Entertainment, I would say the value proposition and the standard we give ourselves are not allowed to break, and we will keep our words and value with our best. What I learn from Blizzard Entertainment, is that having a good balance between fans and profit is difficult. However, the people believe in you are the most important part that you should work your best to not let them down.



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