Scalable Landing Page System for Overwatch’s Global Launch

Developed a modular landing page system to support Overwatch marketing campaigns worldwide. Originally built for the European market, the system scaled globally—enabling regional teams to launch localized, high-performance landing pages that maintained Blizzard’s brand standards. The platform handled major traffic spikes, supported data-driven iteration, and contributed to Overwatch’s $500M+ first-year revenue.

Context

To promote Overwatch across global markets, Blizzard needed a post-click platform that delivered:

  • Scalable landing page templates
  • Fast performance under massive traffic surges
  • Localization flexibility
  • Design alignment with global marketing efforts and brand guidelines

The system had to support dynamic campaigns across multiple languages, devices, and marketing channels—while delivering on Blizzard’s high UX and creative standards.

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The Solution: Scalable, Modular, Performance-First

External Agency Collaboration

Collaborated with a development agency to architect a flexible platform using AWS, Node.js, and Google Analytics. I ensured:

  • Creative alignment with Blizzard’s global brand team
  • Design integrity across localization variants
  • Smooth collaboration between internal and external teams
High-Performance Design at Scale
  • Designed pages to handle peak traffic from paid media and social campaigns
  • Ensured responsiveness across mobile and desktop
  • Integrated performance and engagement tracking via A/B testing tools
Data-Driven Iteration

Used A/B testing to optimize engagement:

  • When a campaign for the Reaper character underperformed, we shifted traffic toward the Lucio variant, which exceeded engagement benchmarks
  • Continual testing and refinement ensured that visual performance didn’t come at the cost of loading speed or conversion

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Impact

  • Enabled non-technical teams to deploy branded landing pages at scale
  • Created a global system adopted across multiple regions
  • Supported one of Blizzard’s most successful campaigns, contributing to Overwatch’s $500M+ first-year revenue
  • Became a model for future campaign execution across the Blizzard marketing org

Why It Mattered

This project wasn’t just about launching pages—it was about building a repeatable system for high-performance marketing at global scale. By balancing creative fidelity with performance needs, and aligning external partners with internal goals, we delivered a system that became core to Blizzard’s global go-to-market strategy.

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