Riot Games is one of the world's most successful game companies with titles that engage more than 180 million monthly active users all over the world. It has even transcended the gaming space, becoming a pop cultural phenomenon that engages fans and influencers across genres such as esports, music, fashion and streaming content.

In 2021, Riot launched their first animated television series called Arcane on Netflix and Tencent Video. To celebrate, they wanted to give something unprecedented and unique back to their community. A month-long celebration called RiotX Arcane was unveiled for the fans, a unique immersive event that, for the first time, would bring all Riot games together into ONE single experience driving engagement and positive sentiment to all their games.

Key Objectives

? Drive interest and viewership of Arcane

? Increase engagement with Riot products

? Drive positive brand sentiment

RiotX Arcane was a campaign, a game, an interactive novel, an online event and a community

celebration.

A unique representation of the vast Riot universe in the shape of a megacity, this web-based experience was built with elements from Riot Games’ IPs , inhabited by player's favorite characters and embedded with community driven stories, art, and memes to delight players worldwide. The city grew and transformed over the course of Arcane’s episode release and also as the community completed weekly interactive missions, earning them highly valued in-game rewards.

The RiotX Arcane website became a central hub for the community to discover and explore the rich universe of Riot’s games, giving seasoned veterans the chance to explore new titles, introducing a new generation of players to its IP and leveraging the momentum of the first

entrance into television to foster a new kind of total ecosystem entertainment.

The RiotX Arcane site created a unique representation of the Riot universe in the shape of a megacity where, for the first time, characters and elements from the different game worlds were brought together to create one ultimate expression of Riot and its community. This required a

design process and level of craftsmanship similar to that of creating a game - where cutting edge storytelling, design and technology were combined into a magical world on its own.

• Design elements and their integration

• Design touchpoints

• Materials, style elements, design choices

• Design development and process

• Choice of campaign elements

• Approach

• Scale

The RiotX Arcane website became a central hub for the community to discover and explore the rich universe of Riot’s games, introducing a new generation of players to its IP and leveraging the momentum of the first entrance into television to foster a new kind of total ecosystem

entertainment.

- Arcane hit #1 TV Show on Netflix’s Top 10 charts in over 50 countries

- Became a trending conversation for 3 weeks (the entire length of Arcane’s release window and

campaign)

- Over 10 million total hours of Arcane content viewed on Twitch across campaign events

- Related social content drove over 130 million views on owned channels and user generated

content drove a staggering 2 billion+ views on TikTok alone

- 3+ billion hours of Riot games played in November 2021 (over 3x the average hours played by

an American gamer/equivalent to the entire global population playing a Riot games for 22.7

minutes)