Pinterest and World of Warcraft® are uniting in a serendipitous alliance, bringing Pinterest inspiration into World of Warcraft’s new player housing feature ahead of the Midnight expansion. The global collaboration invites players and design lovers to turn their aesthetic into fully customisable in-game homes.
Players can browse curated Pinterest boards for ideas, and from 7pm GMT on 18th Feb, capture their Azeroth homes using the Pin-o-Matic camera in World of Warcraft, 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%), “gaming room inspiration” (+920%) and “aesthetic gaming room setup” (+695%) have all increased.** Paired with the more than 4 million hours players 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 epic 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.
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.
– Louise Foley, Director of Consumer Marketing, Europe, Pinterest
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.
– Holly Longdale, Executive Producer, World of Warcraft
