LoL: Wild Rift Launch Campaign
Riot Games

Everyone who has followed Riot over the years knows that the studio has a passion for music. The go-to has always been K-Pop, Hip-Hop, Imagine Dragons (again), or some super epic orchestral with a 200-piece symphony but never 1960’s British Garage Rock. Okay, yes, there is a solid verse in there from a German rapper BUT it is still mostly a riff on the Kinks classic. Wild Rift needed a way to claim its own identity and find a voice different from anything League would ever try and this is where we ended up.

Launching Wild Rift was an amazing undertaking, especially as we were launching a game at the hight of Covid. Compounding this, we also were launching the game in regional waves starting first in APAC. Our goal was to make a huge splash in the moment and then work hard to see to the following launches all while keeping players excited for what was coming next.