League of Legends Wild Rift: Giving gamers greater status

Video games developer Riot Games launched the first mobile version of League of Legends in Thailand, the Philippines and Indonesia through TV, interactive murals, OOH and digital, in the first phase of its global launch.

Campaign details

Brand: League of Legends Wild RiftBrand owner: Riot GamesAgency: BBH SingaporeMarket: Asia (general region)Sector: EsportsMedia channels: Events & experiential, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Television, Word of mouth, influencersBudget: 5 - 10 million

Executive summary

Launching a new mobile game, League of Legends: Wild Rift, in Southeast Asia.

As a latecomer to mobile gaming, Riot Games' target audiences were firmly attached to competitor games. But by appealing to their ambitions and desire for greater 'gaming status', we exceeded user targets...

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