THE INTERACTIVE ANNOUNCEMENT OF LEAGUE OF LEGENDS' NEWEST CHAMPION
With over 30 million players daily, League of Legends is one of the largest PC games in the world. To keep momentum strong, Riot releases a new champion every few months. For their latest champion roll out, we upped the announcement ante and created a first-ever interactive site.
Armed Mind was brought on to ensure the massive global audience awaiting a new champion got the authentic story they deserved. Our objectives:
- 1) Genuinely represent the Kraken Priestess through an interactive experience that channeled her characteristics and lore
- 2) Align internal and external teams with a script and storyboard for seamless coding
Sitting alongside the developers, creative and brand teams, we brought the Priestess to digital life, determining the story, fan participation and ultimately the final script.
Client Riot Games
Project Riot Games: Digital Experiential Site
What We Did
STRATEGY AND STORY ARC
To develop buzz for the new League of Legends Champion, Illaoi the Kraken Priestess, we had to conceptualize an idea that broke new ground for Riot, built upon their previous Champion announcements, and most importantly, fully integrated her in-game characteristics into the digital experience.
TRUE TO THE PRIESTESS
The Kraken Priestess is all about choice. Both in story and gameplay, her opponents must choose to fight or flee during her special attacks. We reflected these characteristics by creating an interactive story where users had to fight for their survival and their right to move into the next stage.
TRUE TO LORE
Working hand-in-hand with the Riot team, we highlighted the most important aspects of Illaoi’s lore in her interactive web story, emphasizing the Priestess' iconic weaponry and tone, as well as her supernatural abilities and mysterious ties to the ocean.
Riot Champion Announcements can never be just simple web pages. After studying the priestess’s in-game designs, scripts, and pre-production sketches, we helped our partners at The Mill capture this as much as possible in their concept art-driven visuals and interactivity.