[Global CEO Talk] Robert Lee CEO of Blizzard

On June 5th, Robert Lee from Blizzard Entertainment visited Korea University, sharing his extensive experience and insights into the gaming industry and market expansion strategies. With a rich professional background that includes leadership roles at Samsung and Amazon, Robert has a proven track record in crafting and executing innovative business strategies. His expertise spans over diverse sectors such as tech and banking, positioning him as a key figure in addressing the unique challenges of market scaling and growth.

Blizzard Entertainment, founded in 1991, is a premier developer and publisher of entertainment software. Known for iconic franchises such as World of Warcraft, Starcraft, and Diablo, Blizzard has significantly shaped the gaming industry. The company’s commitment to quality and innovation has garnered a loyal global following, with a workforce dedicated to serving players in nearly 200 countries. Blizzard’s impact extends beyond gaming, influencing popular culture and the eSports scene worldwide.

South Korea, being a significant player in the global gaming market, ranks fourth largest worldwide. The platform landscape in Korea has been significantly influenced by Blizzard Entertainment, particularly through the development of PC rooms, popularly known as PC방, which have played a crucial role in the proliferation of PC gaming. Blizzard’s portfolio includes legendary games such as World of Warcraft, Oks ks verwatch and Diablo. Each game has left a profound impact on the gaming industry. Diablo, in particular, resonates strongly with Korean gamers, not just the youngsters but also people in their 30s, 40s, and 50s. The launch of Diablo 3 was a major event in Korea, drawing huge crowds and significant attention. This strong interest continued with the release of Diablo 4, highlighting the global excitement and anticipation for Blizzard’s games.

Known for their novel game launches, Blizzard’s marketing strategies are as inventive as their games. A notable example is the collaboration with Burger King, creating exclusive in-game
"burger skins" available only with the purchase of a Whopper. Transforming an old abandoned subway station into a hell-themed promotional event for Diablo showcased Blizzard’s creativity. These efforts earned Blizzard the Korea Ad Award, a first for a gaming company. Robert further elaborated on the marketing strategies. A notable example is the collaboration with Burger King in South Korea for the release of Diablo Immortal. This partnership introduced the "Diablo Ultimate Donut King'' burger featuring unique ingredients and a special Diablo sauce. Customers who purchased this burger received exclusive in-game rewards and could participate in the Diablo Immortal Goods Lucky Relay event, offering various prizes ranging from premium in-game items to real-world merchandise.

Blizzard has masterfully integrated with Korean pop culture. Activision’s commissioning of Halsey and Suga from BTS to create a theme song for Diablo is a prime example. The song not only galvanized the game’s global launch but also topped charts, accentuating the seamless blending of gaming and entertainment. Blizzard’s collaborations with webtoon creators and K-pop bands like Le Serafim further cement its cultural relevance. Since its establishment in 2004, Blizzard Korea has strived to serve the passionate gaming community with impeccable localization and continuous engagement. The office’s efforts have resulted in a perfect segmentation of 60% international and 40% US influence, highlighting Blizzard’s understanding of the international market's importance.

Robert further explained that Michael Morhaime, CEO of Blizzard Entertainment, has been instrumental in shaping the company’s direction and success. His leadership fostered a culture of innovation and player-centric game development. Under his guidance, Blizzard launched some of its most successful titles and significantly influenced the global gaming industry. Morhaime's frequent visits to Korea and appearances on Korean news shows during Starcraft’s rise to popularity helped solidify Blizzard’s presence in the region.

One of the most significant trends in the gaming industry today is the gamification of consumable content. This trend is transforming the way content is created and consumed, blurring the lines between gaming, entertainment, and daily life activities. Blizzard Entertainment continues to leverage its rich history of innovation and strong community engagement to pave the way for future successes. By focusing on creating immersive gaming experiences and fostering global cultural connections, Blizzard is well-positioned to maintain its leadership in the gaming industry.