Riot Games wanted to thank its community for making League of Legends the most played PC game in the world. With a brief to ‘deliver the experience our community deserves’, Riot’s Dublin office appointed Collider to produce the game’s 10-year European celebration event, a once-in-a-lifetime occasion for 500 of the most ardent European players.
The surprise: Riot Games were actually launching a raft of new titles, and this event was the European epicentre of an industry-changing announcement.
Completely unannounced to the public, guests received the exclusive invites through the game’s messaging system, capturing the audience within the platform they have grown to love. The invitation became highly sought after, so online forums were monitored by a team of Community Managers, who quashed rumours and built momentum amongst the guests.
At the event itself, guests experienced a production to remember: an immersive theatrical entrance,, a 500 person gaming LAN arena, and physical recreations of in-game Fantasy environments. All of this came as part of a complimentary trip to London with 5* hospitality, entertainment, an after-hours party, and a world-exclusive opportunity to get hands-on with some of the new titles.
Being the biggest announcement in the company’s history, Riot Games demanded an event experience and backdrop worthy of the occasion. Industry executives and content creators broadcast breaking news and gameplay live from the event itself, whilst the global announcement livestream sits on the most-watched leader board for streaming platform Twitch.