With a competitive MMOBA esports scene in the Asia region, Wild Rift esports had to appeal to both Wild Rift players and MMOBA esports fans alike. We had to create a league and aesthetic for Riot Games’ very first competitive MMOBA esports league that resonated with their audience and cut through the current esports landscape.

Through conducting surveys, workshops, and qualitative surveys with players, fans, and internal Riot stakeholders, we developed the creative idea of “Thriving in Choas”, a region that has passion for gaming and the underdog spirit that ignites and brings our region together under one league.

Season Thematic - A spotlight on those who are on the cusp of greatness. A challenge to unleash your best potential and reveal unexpected moments.

LAUNCH FILM

Season teaser highlighting the regions and teams playing in the league, bringing the creative idea to life of grassroots passion of fans, the competitive resilience spirit that makes our league unique.

PRE-SEASON CONTENT: MEET THE NEXT ERA

As part of introducing the new branding and flavour of the league, 'Meet the Next Era' featured the most exciting players into the limelight to talk about their best plays and feature their unique personalities. It features the unique play styles of our players and how they define their competitive style.

We also created localized livestream analyst shows, long form video podcast content, and best play recaps in 5 languages across the 8 regions.

I also crafted the digital and social presence for the league. I helped lead positioning, brand voice, creative direction, and content creation. content strategy & creative execution of all the league’s social and broadcast content as well as leading our channel growth of our league social platforms across Facebook, YouTube, Instagram, Twitch, and Discord -

• 50k followers with over 2M views across social platforms in the first 3 months of launch (20%+ viewership compared to last season)

• High sentiment among fans after the launch -

  • 77% of players who have watched would recommend to a family or friend

  • 68% have a favourite player or team they support

• Crafted sponsorship content and activations for Coca Cola, OPPO, and Secretlab