Uber Eats made 'Orderyn', an in-game food courier, inside World of Warcraft

Uber Eats wanted to enter World of Warcraft without breaking a fiction its passionate players guard: 'respect that and don't pretend to know more than you do — as they will get called out.'

'Orderyn', the first in-game food courier, hands WoW players their in-game meals — played live on Twitch by influencers — while every order drops a real discount code.

Brave London built Orderyn as a character controlled and live-streamed on Twitch by popular European WoW influencers across two-hour June streams in several markets, delivering in-game food that fuels raids and quests. Each in-game order returned an Uber Eats discount code, supported by e-CRM, digital display and social.

No campaign results were reported; the activation ran across several European markets through June 2023.

In June 2023, Uber Eats partnered with Activision Blizzard to enter World of Warcraft with 'Taste the Adventure'. Research had shown that gamers often compromise on what they eat while playing — quick, unimaginative meals that fill a hunger hole rather than add to the experience. Brave London, Uber Eats' partnership agency, answered with 'Orderyn', described as the first ever in-game food courier.

Orderyn's job is to deliver in-game food items to players across Azeroth, giving them the energy to take on raids and epic quests. The character was controlled and live-streamed on Twitch by some of Europe's most popular WoW influencers, taking turns across two-hour streams through June — with each in-game order also returning an Uber Eats discount code for real food.

'Gamers are incredibly passionate about their favourite titles, and for brands, I believe it's important they respect that and don't pretend to know more than they do,' said Paul Pearson, creative director at Brave. Uber Eats Germany's Denisa Cruceru called gamers 'a very important target group — it's simply a match.'

The brand exists inside the game's own fiction — a courier character players meet in-world, not an overlay ad.

The livestream makes the brand playable entertainment: influencers roleplay the courier for Twitch audiences across markets.

The loop closes on itself: an in-game order pays off in real life with a discount code, tying Azeroth to dinner.

Enter a fan community by adding value inside its own fiction — an in-game character earns what an ad never could: players' willingness to accept the brand.

The campaign ran through June 2023 across several European markets, supported by a full suite of social assets on Uber Eats', WoW's and the influencers' platforms. No player or redemption figures were reported.