Riot Games was preparing to launch WildRift, a mobile version of League of Legends with the ambition to become the world’s premier mobile-first esport franchise. But to make this happen, they needed to show that this was much more than just a mobile game.

They needed to shape an esport ecosystem that would speak to fans and players worldwide. One that was radically accessible and easily adaptable to local needs.

WildRift needed to stand out in a world of mobile MOBAs which look and feel the same, while challenging the stigma that mobile games are only for casual play.

They needed a multifunctional brand that can act as a governing body, broadcaster, content publisher and global events organiser.

Our global focus groups showed us that the fans want something different in this sport. They want competitive play to feel within reach to them. They look up to pro-players that they can relate to on a human level, not just for their skill. As a global community, they are united by hype plays and unique skill expression, not just wins.

These insights gave us the foundation to position a unique, new sport within the wider esports market. Celebrating those who ‘win differently’ instead of simply being ‘the best’. Pushing esports to be more diverse, dynamic and inclusive than ever before.

We designed a brand that can adapt to the unique personality of every region, event and player. The core identity was inspired by the use of mobile devices. From the gestural language of touchscreen swipes, to art direction and layout which reflects the dramatic perspective of the selfie camera.

The bright colours, modern variable typeface and youthful dynamism are designed to break through the cliches of fantasy art and dark graphics that dominate the category.

We adapted this core system for 8 regions across the globe to celebrate regional character and individual play-styles.

Our final delivery was a brand system with 3 event tiers and a broadcast toolkit. We followed this up with 8 regional sub-brands and kicked it off with a global launch film.

WildRift launched with a huge impact. It became the biggest game launch ever, with 100 million monthly active users and 185 million downloads worldwide. 65% of these players were new to the League of Legends ecosystem. And Wild Rift Esports’ first global competition, Horizon Cup, clocked 1.34 million peak viewers with broadcasts in 18 different languages driving early hype for the game launch.