The latent power in gamers' hands takes the spotlight in a campaign by TBWA China for Riot Games, marking the upcoming 10th League of Legends World Championships in Shanghai.
The Chinese brand has developed smartphone functionality specifically for the gaming audience.
Three-year deal is the first for the Riot Games title.
Panellists at a session hosted by H+K Strategies said the APAC esports market is ripe for investment due to its exploding popularity.
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