Just saw the announcement and yes it mostly a scam, too many redflags according to me.

-RUSHING ICO (bonus 50%) whereas no annoucement has been made before.

-Citation of Blizzard CEO about looq but no links provided + nothing found on google.

-Oldest reddit post is around 1 week old but 1500 people registered (fake accounts)

-22 ether raised in 5 days for a company cited by Blizzard CEO ?

-Link to Medium in the website but no article found then / no activity

And the list goes on...

Bear in mind that when you send ether to this crowdsale you have to consider it lost.