League of Legends 2021 World Championship
As the brand lead for LoL PC Worlds 2021, I was responsible for the go to market of the League of Legends PC product offerings, which included a new champion, new skins, in-game client, and much more. The League of Legends World Championships is the biggest moment of the year for Riot as players around the world tune in to watch the most elite League players faceoff against each other. With tens of millions of people watching around the world, we have the chance to make this a big moment and provide opportunities for deep player engagement. I was responsible for leading the creation of all in game related activations as well out of game marketing assets.
Big Moments, Big Decisions, Big Results
With multiple products releasing in close proximity, one of the major challenges was knowing how to prioritize our budget and resources and which products to highlight when. One opportunity I identified revolved around us really leaning into one skin activation in particular -- Kayn. Having a very deep knowledge of the market and our playerbase, I knew this Kayn skin was special. It had been a long time since Kayn had a skin and the anticipation could not be greater. We decided to parter with Sun Creature to create a stunning duel between Kayn and Yone to really spike player excitement and awareness. This decision, among many others, helped lead to what would become the single highest revenue day of 2021 for League of Legends.
