The challenge:
Riot’s biggest IP, League of Legends, was set to launch their brand new animated series Arcane on Netflix. We wanted to cross promote Arcane within the world of VALORANT.

The trouble? League and VALORANT exist in two different universes, with two totally different IPs. So how do you cross promote without breaking the immersion for both sets of players?


Our solution:
VALORANT takes place on near future Earth. And League of Legends is a game you can play on Earth… Therefore, League of Legends exists as a game within the world of VALORANT. And Killjoy, our resident tech nerd, was the most obvious choice among VALORANT’s agents to be a League of Legends fan girl. We staged an account takeover from Killjoy, with Killjoy speaking as a fan of League that was hyped to watch the Arcane premiere.