In the three years between the announcement of Overwatch 2 and its launch hype and skepticism among the community had reached a fever pitch. Our challenge was to create an Overwatch 2 TikTok presence that would turn the tides into positivity — an ever-evolving, thumb-stopping resource that would keep players coming back.
We used insights about the Overwatch community and the overall gaming space to develop a standout approach to launching and growing the brand’s TikTok presence.
The unique Heroes set Overwatch apart from other games, and the community has developed a deep and personal connection to these characters over the years. By making the Heroes central to our content, we continuously tap into the community’s authentic emotional connection to the game. To push it further, we innovated new styles of content that other brands aren’t doing. With a unique mix of dynamic game capture, comedy, and a finger on the pulse of the internet, our content continues to push boundaries we’ve yet to see anywhere else on TikTok.
By making content that we as fans would want to see from our favorite game, we have amassed 925k TikTok followers organically since the inception of the channel in fall 2022.
