Zillow is bringing house hunting to Azeroth. As Blizzard Entertainment rolls out long-awaited player housing in World of Warcraft, Zillow has launched Zillow for Warcraft, a custom microsite that lets fans browse a curated collection of in-game homes from across the fantasy world. 72andsunny acted as strategic partner, bringing both clients together.
The experience mirrors Zillow’s real-world interface, translating familiar features into a digital realm filled with Stormwind townhouses and Horde-inspired bungalows. Select homes feature Showcase-inspired elements, including 3D Home-style tours and sweeping SkyTour visuals that give players an immersive look inside some of the most creative builds.
For a gaming community that has been asking for player housing for nearly two decades, the timing is deliberate. The feature debuts just ahead of the game’s next global expansion, Midnight, launching March 2. Watch below:
“Player housing is a milestone moment for the World of Warcraft community, and we wanted to honor it in a way that felt authentic and unexpected,” said Beverly W. Jackson, vice president of Brand and Product Marketing at Zillow. “Zillow exists at the center of how people think and talk about home, and gaming has become another powerful expression of that. This collaboration brings two worlds together, celebrating home as both a place to belong and a place to escape into something that feels honest and personal.”
The partnership taps into something both brands understand: home is emotional. In this case, it just happens to exist in a massively multiplayer online world.
“Player housing has sparked an extraordinary wave of creativity in World of Warcraft, and the passion our community has poured into shaping their own spaces is nothing short of inspiring,” said Monica Austin, chief marketing officer of Blizzard Entertainment.
Austin adds, “Partnering with Zillow allowed us to take that excitement even further, creating an experience that feels playful, intuitive, and tailor-made for our players. Together, we’ve built something that celebrates the unique ways players express themselves in Azeroth and the joy of finally carving out a place in the world they call home.”
As part of the activation, players can unlock in-game items, including a Zillow-inspired doormat. The campaign rolls out across paid social, Reddit, TikTok creators, and Zillow’s owned channels, with players sharing their builds and reactions.
Important detail: this is fantasy only. There are no transactions, pricing, or Zestimates attached.
The collaboration also aligns with Zillow’s broader 2026 brand platform, Someday Starts Today, which recently debuted during the Grammy Awards broadcast. The platform centers on turning aspiration into action, a theme that fits neatly with a gaming audience that has spent years imagining their own corner of Azeroth.
By stepping into one of gaming’s most iconic worlds, Zillow isn’t selling property. It’s reinforcing its cultural position as the brand people turn to when they imagine home, whether that home sits on a suburban cul-de-sac or inside a digital kingdom.
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