A group of Diablo 4: Lord of Hatred players appeared near the top of the North American and European leaderboards under the shared name "INFbuilds" over the weekend before May 5, 2026 [1]. Rather than competing as individual players, the group used the leaderboard visibility to promote their buildcrafting expertise and the InfinityBuilds guide website [1].
Lord of Hatred includes a mode called The Tower, where players try to kill monsters and fill a progress bar quickly across 150 difficulty levels [1]. The players behind "INFbuilds" said their goal was to help casual Diablo 4 players make characters as powerful as possible [1].
The InfinityBuilds website states, "Every build is actively played at the highest level, mathematically optimized, then refined to perform at every level," reflecting the group’s emphasis on high-level testing and optimization [1].
By appearing near the top of leaderboards in multiple regions under a common name, the group used competitive rankings as a marketing tool to drive attention to their build guides. Their strategy focused on demonstrating expertise in The Tower mode’s 150 difficulty levels to attract players seeking effective character builds. [1]
