Blizzard, the renowned gaming company, has taken a rather unconventional approach to promote their latest game, Diablo 4. In a quest to encourage blood donations, the company has announced a community-wide blood drive, pledging a gaming PC that has been “infused with real human blood” as a grand prize. While the intention behind the campaign is noble, the execution raises eyebrows and invites criticism.
Diablo 4 Season 2 has just commenced, focusing on the theme of vampires. In an attempt to capitalize on this theme, Blizzard has decided to ask players to donate not only their time and money but also their blood. From now until November 20, Diablo 4 players over the age of 18 and living in the US can donate blood at any blood bank. They are then required to provide proof of their donation online, which will contribute to filling up a blood fountain in the game. With every 222 quarts of blood collected, players will unlock in-game rewards. These rewards range from weapon cosmetics to a coveted mount. The grand prize, however, is a gaming PC that has supposedly been “infused with real human blood.”
An Unsettling Image
The concept of a gaming PC infused with human blood is undeniably unsettling. Blizzard’s blog post, though vague, leaves room for speculation regarding the extent of the blood infusion. A press release provides further clarification, stating that the PC has been “infused with real human blood in its liquid cooling.” It is highly unlikely that the entire liquid cooling system is filled with blood. More plausibly, a minuscule amount of blood or plasma, alongside red dye and standard coolant, has been used. Surely, there must be some adherence to sanitary standards in such a promotion.
Despite the controversy surrounding the blood infusion, the gaming PC offered as the grand prize should not be overlooked. The specs are truly impressive, boasting an Intel Core i9 CPU, Nvidia GeForce RTX 4090 GPU, 64GB of DDR5 RAM, a spacious 3TB SSD, and a Quantum Vector GPU water block system with a striking red-and-black theme. Gaming enthusiasts would undoubtedly covet such a powerful and visually appealing PC.
While campaigns that encourage blood donations should be commended, Blizzard’s approach with the “Blood Harvest” drive can be perceived as tasteless and unnecessary. Combining gaming with blood donations has an odd, almost archaic, feel to it. It evokes a sense of a bygone era when such bizarre promotions were more common. One cannot help but recall previous PR stunts by Blizzard, including enlisting the famous actress Megan Fox to eulogize Diablo 4 Hardcore players. It seems that the company is no stranger to controversial marketing strategies.
Blizzard’s attempt to promote Diablo 4 through a blood drive deserves both commendation and criticism. Encouraging blood donations is undoubtedly beneficial, as it saves lives and raises awareness. However, the inclusion of a gaming PC infused with human blood as a grand prize feels like a misstep. It adds an unnecessary and unsettling element to the campaign, overshadowing the noble cause it aims to support. Perhaps, in the future, Blizzard can find more tasteful and effective ways to engage their community and promote social causes.
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