Staff Reporters
Sep 16, 2020

BBH joins League of Legends with Riot Games win

Singapore agency to support the global launch of Riot Games' upcoming mobile-first game.

BBH joins League of Legends with Riot Games win

BBH Singapore has won a remit to support the global launch of Riot Games' League of Legends: Wild Rift.

As creative partner, the Publicis agency will conceptualise a global campaign for the game release, including development of the launch strategy, player journey and creative platform.

The agency will also manage Riot Games’ creative business across Southeast Asia.

Riot Games first debuted League of Legends in 2009. The MOBA (multiplayer online battle arena) game has gone on to become the most played PC game in the world and a key driver of the explosive growth of esports, with the 2019 League of Legends World Championship tournament reaching over 44 million peak concurrent viewers.

Riot Games has developed Wild Rift as a mobile-friendly version of the PC game.

BBH Singapore showed a "deep understanding of the gaming space, as well as an incredibly strong creative approach" in the pitch, according to Riot Games general manager Southeast Asia, Taiwan, Hong Kong and Macau, Justin Hulog. 

"It was incredibly important for us to find a partner that understood Riot’s mission and values—a partner that gave us confidence that they could deliver an authentic player-focused experience," Hulog added.

BBH Singapore's head of new business Sid Tuli said: "Riot stands apart in the world of gaming—from its genre-leading games to its spectacular out-of-game experiences like K/DA. We couldn’t be more excited about working with both the global and SEA teams."

Related Articles

Just Published

12 hours ago

See the full winners results from the APAC Effies

BMF Sydney and ALDI Australia take the Grand Effie for their entry, Loyalty Pointless Points, while Ogilvy was crowned Agency Network of the Year.

1 day ago

Campaign Crash Course: Leadership lessons for ...

How do leaders create effective teams? Dentsu Aegis Network Greater North chief Cheuk Chiang explains how to foster better talent by applying leadership principles, tips and learnings from past mistakes. Watch his video and test your knowledge with a quiz.

1 day ago

The most beautiful pizzas you will ever see

INSPIRATION STATION: How a pizzeria in Vietnam teamed up with boutique agency Ki Saigon to create beautifully inspiring (and edible) tributes to world peace.

1 day ago

Lenovo eschews high-voltage celeb endorsements for ...

Consumer electronics brand embraces functionality over bells and whistles as it seeks to stand out in competitive market in a campaign by SuperHeroes.