Riot Games SEA Campaigns

Challenge

Riot is behind some of the most popular games in the world: League of Legends, Teamfight Tactics, and Valorant. Until 2021, Southeast Asia marketing went no further than translating US-created strategies and creatives. As Asia boomed, Riot established Riot APAC and engaged EAST’s media team to plan and execute campaigns on a local-first level.

Solution

The engine had three parts, and it ran for three years across three titles.

Local market strategy. A full media audit of historic campaigns, then media planning built local-out: market-specific audience segmentation instead of translated assumptions. We partnered with creative lead BBH, feeding audience insights into the concepts before they were made.

Test, learn, optimize. Audiences, creative assets, and channels were tested strategically, and every campaign’s performance analysis fed the next one, so no campaign started from zero. Custom-built dashboards gave Riot a real-time view of performance throughout.

Creative production at scale. An overflow studio produced digital assets in volume, adapted and transcreated across the region’s languages, so local-first never meant slower.