Pinterest & World of Warcraft launch housing tie-up

Pinterest has partnered with World of Warcraft in a gaming tie-up that links the platform's moodboards with the online role-playing game's new player housing feature.

The collaboration turns dungeon-inspired Pinterest boards into in-game home designs. Players can browse World of Warcraft-inspired moodboards on Pinterest and use them when building virtual homes in Azeroth.

Housing link-up

The integration launches alongside player housing in the game's next expansion, Midnight. The feature applies interior design thinking to a digital space, with styles ranging from a "Goldshire farmhouse aesthetic" to a "cozy stronghold style".

Players can capture images of their homes in-game and post them to Pinterest, creating a loop of discovery on Pinterest, creation in-game, and sharing back to the platform for others to browse and save.

Sharing uses an in-game camera item called the Pin-o-Matic camera. Players take screenshots of characters and housing designs, then publish them directly as Pins. The first time they use the feature, the Pins appear in a dedicated World of Warcraft board under their linked Pinterest account.

To use the feature, players connect their Pinterest account in-game via an in-game browser and authorise access. First-time connections also unlock an in-game achievement, "Craft Your World", and grant access to the Pin-o-Matic camera item.

Trend data

Pinterest is positioning the partnership against rising gaming-related activity on its platform. It said searches for "gamer egirl" were up 195%, "gaming room inspiration" rose 920%, and "aesthetic gaming room setup" increased 695%.

It also pointed to early engagement with World of Warcraft's housing feature, saying players collectively spent more than 4 million hours in their homes during the first two weeks after it went live.

The partnership reflects a broader shift in gaming culture, with players spending more time on creative expression and social sharing alongside traditional gameplay. Player housing has become a mainstream feature across major online games over the past decade, with virtual spaces treated as collections, creative projects, and social hubs.

For Pinterest, the tie-up extends its role beyond discovery and planning into a direct route for publishing user-generated content from within a major game. The sharing loop also provides a new stream of imagery and community participation tied to a large entertainment franchise.

World of Warcraft, first launched in 2004, remains one of the best-known subscription-based online games. It continues to expand through regular updates and paid expansions, while competing for players' time with newer online titles and free-to-play offerings.

Creative work

The campaign was developed in-house and with creative agency GUT. It includes World of Warcraft-themed Pinterest boards designed to prompt specific looks and layouts for player housing.

The companies are also highlighting how players can build on each other's work. Once Pins are published, other users can save them and use them as references for their own in-game builds.

Pinterest called the tie-up its entry into gaming through a "first-of-its-kind partnership" with World of Warcraft.

"Transforming dungeon-inspired Pinterest boards into Pinterest-inspired Azeroth Homes, gamers can now approach digital design with the same level of intention Pinners give to a physical space," said Pinterest.

The integration will roll out as the Midnight expansion approaches release. Pinterest and World of Warcraft also signalled further activity at the intersection of social inspiration and in-game creation.