Overwatch and the Power of IPs

I don’t think Overwatch is going to last forever.

Perhaps it’s a controversial opinion, especially considering the popularity right now, but my personal thought is that Overwatch is going to slowly die out over the course of around five years. Sure, it’ll still be played but it won’t remain the mega-blockbuster-hit it is right now. Instead, I want to draw attention to the real success of Overwatch: The IP.

Blizzard and Franchises

Perhaps Blizzard’s greatest strength is their ability to make franchises that transcend single games and become long-lasting phenomenons whose effects are still felt today. Hell, Blizzard is responsible for three of the last genre bubbles (The MMO, the MOBA and the Hero-Shooter) that have transpired. They’re making great games to go along with it…but really, I find their power is in making IPs that last.

For any who don’t know: IP stands for “Intellectual Property” also known as the story, characters and general name-brand nature of a game. Blizzard’s stable include Warcraft, Starcraft, Diablo and now Overwatch. All four are what I would consider signature franchises for PC gamers and great examples of how Blizzard can take lightning in a bottle and create long-lasting legacies of video games.

Overwatch’s IP: Dipped in Gold

The first moment I knew that Blizzard had the long-game planned for Overwatch was in the opening of the Warcraft movie. When Blizzard’s logo appeared, iconic characters flashed in the letters. There was Arthas, Diablo…and then Tracer. A game they’d just made was already standing side-by-side to some of their most iconic IPs. “No duh”, you might argue, but to me it was a telling sign of what was to come.

Compare League of Legends for a moment: In talking with others, I’ve found that people who don’t even play the game recognize the characters from conventions, other media (comics, music, fan art, whatever) and influences outside of the core game. So too is Overwatch hitting a point where people can point and say “Oh, that’s Tracer!” even if you don’t play Overwatch.

If Overwatch were to die tomorrow and just get thrown into the dumpster, Blizzard still have a vibrant world with colorful characters to use. Movies, television, animation, comics, everything beyond the core game has immense power simply because of the “Overwatch” logo and title sitting at the top.

Industry Movings

I think this speaks greatly to the video game industry moving more-and-more to trying to establish long-lasting franchises rather than the old “one and done” system. Ages ago, during the NES and Genesis days, games were just single-releases. You made a good game, made some money, that was that. If you were a franchise, that was earned through being damn good at what you did and making a brand through sheer game power.

Now look at us today: Mighty No. 9, for all its faults, tried desperately to be a massive franchise before a single game was even out. Comics, movies, sequels, the rumors swirled that this would be a game franchise for the AGES. Sure, it flopped, but you can see it in other games as well. Name brands are power and long-running franchises are the goal, not a dream in the eyes of a dev.

Even if Overwatch were to die tomorrow, as I said, I’m confident in its longevity as an IP. For me, I don’t care about the game so much as reading the stories, watching the movies and hearing the tales of a world worth fighting for. Kudos to Blizzard for making yet another powerhouse that can stand alongside Arthas, Diablo and Kerrigan.

 

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