Pinterest and World of Warcraft announced a new partnership to bring Pinterest inspiration into World of Warcraft’s new player housing feature ahead of the Midnight expansion.
Players can browse curated Pinterest boards for ideas, capture their Azeroth homes using the Pin-o-Matic camera in World of Warcraft and then share them back to Pinterest as Pins.
The partnership builds on a shared DNA of curation and creativity: more than 600 million people come to Pinterest monthly with intent to discover, plan, and do, and this digital to digital collaboration brings inspiration into Azeroth at the moment player housing unlocks a new opportunity for self-expression.
Pinterest data also suggests aesthetics are becoming more central to gaming culture, with Pinners designing gaming spaces that feel intentional, personal and livable. Over the past year, searches for “gaming room setup small space” (1,445 per cent), “gaming room inspiration” (920 per cent) and “aesthetic gaming room setup” (695 per cent) have all increased.
Paired with the more than 4 million hoursplayers collectively spent in their new homes the first two weeks of the World of Warcraft housing feature being live, there is a large appetite for gaming activities and a place to share them.
The collaboration is supported by a fully integrated marketing campaign across paid, owned and earned channels. A key creative element is the Orc-itect, a specially created influencer that will be revealed on World of Warcraft and Pinterest social channels with a video offering players interior design advice.
Fans will also be able to unlock in game items through a quest, alongside a treasure hunt across London. On Pinterest, the partnership will be promoted with static, video and carousel ads.
Louise Foley director of consumer marketing Europe at Pinterest said: “This partnership spotlights how Pinterest guides aesthetics in every universe, showing up with inspiration at the exact moment players need it most – when they discover new realms to decorate. By bringing our inspiration-and-planning mindset into gaming for the first time, we’re not only enhancing digital lives positively but also demonstrating how brands can build meaningful, creative integrations that communities genuinely want to engage with.”
Holly Longdale executive producer World of Warcraft said: “World of Warcraft players have already amazed us beyond our wildest expectations with their housing creations. Our partnership with Pinterest opens new doors for our players to not only share what they make with the wider Warcraft community, but it also allows them to inspire others and foster a burgeoning community of fellow creators that truly enables Azeroth to feel like home. Their home.”
