Riot Games // League of Legends 10th Anniversary
When I joined Riot Games as a contractor in 2016, there was a long running joke among their players. They frequently referred to the company as “Riot Game” due to nearly a decade spent with one primary game offering, League of Legends.
On the tenth birthday of League, Riot conspired, with a massive effort from cross-disciplinary teams working closely together, to give fans the biggest surprise ever, announcing four new games, mobile versions of their existing titles, and an animated series.
This celebration constituted multiple IRL events across the globe, a full day of live-streaming from Riot’s HQ in Los Angeles, and a highly coordinated effort across social channels to coincide with that final livestream event, sharing more details about new titles as they were announced. The list of individual offerings is so long, it’s inevitable I’ll leave some out - in-game freebies, pre-recorded addresses from Riot execs, a day of live posts from every Riot region around the globe…
Here I am posing with on-campus chalk art of Tibbers! I came up with the idea for the chalk art as an additional way to make campus feel festive, worked with the Riot facilities team to source materials, and coordinated a team of Riot artists who volunteered to create a little extra something special.
I worked closely with a cross-disciplinary team including in-house Riot creatives and external vendors to produce the above videos that highlighted Rioters’ memories of League of Legends, their passion for making games, and their excitement for the future of a multi-game Riot.
I led the rollout efforts for these game and product announcements, working closely with regional and cross-disciplinary teams to time their debut as each product was announced on a livestream. I also worked with an external vendor to deliver extensive reporting on the performance of this content, as well as deep insights into audience conversation around Riot’s celebration and new offerings.
League and Riot’s 10 year celebration was one enormous love letter to fans across the globe. As part of that celebration, I worked closely with a cross-disciplinary team to ideate and execute on a full day of live streaming from Riot’s HQ that offered fans some of their wildest dreams - any skin they could dream of, the chance to implement their own balance ideas in game and see what would happen, a real life Jinx tattoo partner, and more - and celebrated some of Riot’s most cherished traditions. I created and led the execution of Riot’s content and social strategy, and our idea of the brand leaned heavily on Rioters themselves. This focus was a key driver in the campaign strategy for our 10 year celebration too.
On top of the creative and content elements of the League 10 year celebration, collaboration with partner platforms played a huge part too. We needed new, verified Twitch channels to easily drive players to these simultaneously livestream events, and we worked closely with Twitch to make this process a breeze.