There are fewer and fewer events focused on specific games or companies. There are conferences, especially those focused on brands, but not events. Places where fans can gather, share their passion, ask questions, and feel like they are in a place made just for them, for a few days. A common occurrence during the 00s, which was lost in the 10s, and today seems impossible.
One of the few events that had resisted was the Blizzcon. An annual event dedicated to all Blizzard games, which started in 2005, and that brought together fans and developers for a weekend of conferences, announcements, talks, and all kinds of activities. Something that seems to be that we may end up losing forever.
This week it has been confirmed that there will be no Blizzcon in 2024. While Blizzard has stated that their intention is to hold multiple physical events worldwide and showcase what they are working on at other events, for many it is not the same. And that is the question that has arisen after this announcement. What did Blizzcon mean to its fans? Even more importantly, is it possible that if there were no more Blizzcon it would not necessarily be a negative thing? The answer to this is not as easy as it seems.
Although it may not seem like it, the disappearance of Blizzcon could be good news. Blizzard is now part of Microsoft. In terms of announcements and exposure, they now have a bigger engine with their new parent company taking care of marketing, which makes Blizzcon less relevant. They could even split into those promised multiple events, which could take place in different parts of the world. Because without the need to be a major hub for their announcements, they could simply be events where fans gather to celebrate their games.
Those with good memory will also know how to point out that this is not the first time there is no Blizzcon in a year. During the pandemic years, we didn’t have it, leaving us without the event in 2020 and 2022, with the 2021 edition being exclusively online. There was also no Blizzcon in 2006 or 2012, showing that it is common for Blizzcon not to be held in a specific year. Which could very well be the case.
The problem is, what would be Blizzard’s motivation to do it? Part of Blizzcon’s interest for the company was to make announcements that resonated more strongly by having a specific place to make them. If they are going to have the same effect by presenting them at Microsoft events, their motivations to make a new BlizzCon are minimal.
In fact, a Blizzcon doesn’t make sense if it’s not, at least, of a reasonable size. Much of its appeal lies in the interaction between developers and fans. That meant creating a closer community, giving the feeling of being a big family. And occasionally, some interesting questions and information would come to light that would not have otherwise been revealed. That complicity would be lost if there were multiple less centralized events where developers simply weren’t present. Or if there were fewer events.
Because without Blizzcon, there would likely be no real incentive to invest the money that such an event entails. For developers to participate in conferences, Q&A sessions, or interact with fans in general. Missing out on everything that makes Blizzcon unique. Because if the events were just game presentations or fan gatherings, how would they differ from any other gaming convention or something that fans could organize on their own?
Without Blizzcon, something intrinsic to Blizzard is lost. That feeling that there is a particular culture around Blizzard of which fans are a part. Many people dream of going to Blizzcon. Many others go every year. And that would be lost if it doesn’t return for 2025, ensuring its consistency. But, as we said, what would Microsoft gain by maintaining an event that costs them more than simply treating Blizzard like all their other companies?
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