We created an easier way to get a mobile game at its launch. We dared to hack the universal symbol of darkness, turning any pentagram into an experience that we, mere mortals, have never seen before. Plus, in order to promote and amplify the idea, we launched a horror film that could take viewers to hell.

Diablo is one of the most successful franchises in video game history. And after 10 years without any new title, Blizzard is about to release the next one: Diablo Immortal, the first of the series for mobile. Our challenge was to make an infernal launch, considering the objective of taking millions of Diablo fans and gamers to the underworld.

Such an evil game shouldn't be downloaded from the cloud, it should be summoned straight from hell.

And our strategy is for those who have guts, and our target does have: millions of Diablo fans eager for a new release. In order to approach our public, we used a symbol that draws attention and fear. And that's perfect, our target is looking forward to meeting the Dark Lord.

We created the first ever ritual to summon a game into smartphones, just by scanning any pentagram on the Earth. All you had to do: find one or draw yours, and scan it to get the app straight from hell.

Now, every smartphone has the power to summon the devil. And our content was made to spread the words (and powers) of Satan.

6 days, 6 hours and 6 minutes before the official release, we launched a horror film full of satanic rituals and creepy pentagrams.

Even the pentagrams showed in our content could be used to summon Diablo into smartphones.

Our trailer premiered during the livestreams of top gaming influencers, causing "what the hell" reactions and getting people engaged to summon the devil using our webapp.

+30 million installs

#1 game in App Store during the release week.

Most successful release in franchise history.