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’, the brand appointed Collider to produce the game’s 10-year European celebration event, a once-in-a-lifetime occasion for 500 of the most ardent players.
The secret agenda – Riot Games were launching 7 new titles and this event was the epicentre of an industry changing announcement.
Completely unannounced, guests received the exclusive invites through the game’s messaging system capturing the audience within the platform they have grown to love. This ‘golden ticket’ became highly sought after, so online forums were monitored by a team of Community Managers, quashing rumours and building momentum amongst the guests.
At the event itself, guests experienced a production to remember; immersive theatre, cosplay, 500 person gaming arena, physical recreation of the game environment, complimentary trip to London with 5* hospitality, entertainment, celebration party and a world-exclusive opportunity to get hands-on with some of the new titles.
As the biggest announcement in its history, Riot Games demanded an event experience and backdrop worthy of the occasion. Industry executives, content creators and streamers broadcast breaking news and gameplay live from the event, with coverage reaching a staggering 7.3 billion engagements, whilst the livestream sits on the most watched leader board for streaming platform Twitch.