Riot Games
Main category
B2B
Sub-category
7. Sports Event
Watch the event video
Event Description and Key Objectives
The task was to redesign an esports Arena in Berlin for Riot Games to house competitions for both League of Legends and Valorant esports. The arena would house a live audience of 200+ spectators for an eight month championship series for both videogame titles. The objectives were to provide an amazing fan experience in a dedicated fan zone, and an amazing player experience that included both back and front of house facilities including a broadcast arena and analyst studio area. The goal was to bring esports to another level that activated fans and created buzz.
Key challenges
The first key challenge was that we had to gut a building, create a second story where there was none to accommodate the extra rooms needed and do it all while part of the space was still a functioning broadcast studio. And do it all in 8 months time! Additionally, we were asked to design the space so that it had a significantly different look and feel from one title to the next while allowing for an overnight turnaround time to make the changes physically, technically and with new content. Moreover, we had to allow for the idea that the space might house two additional IPs in the future year.
Basic information about the event
Name of the organiser
Jack Morton Worldwide
Location
Germany
Event duration
Client
Riot Games
VOTING LINK
Event results
Creativity
The idea is that as you approached Riot Arena guests would have a Riot-branded experience but once past the check-in desk the experienced transformed to the specific brand of the league you were attending. We created a tunnel in the shape of the Riot logo where this transition happened through lighting, sound and media cues. In the Fan Experience Zone we wanted fans to encounter the League in a number of different ways: 1) A Hall of Fame/Trophy area where fans can see video of past winners and have a photo op with this year's trophy. 2) An interactive projection experience where content from game scenes is projected onto the fans putting them "In" the game 3) a meet and greet area for fans to interact with the winning team post match 4) Windows into the analyst studio where fans can see the broadcasters live and see the tech behind the scenes 5) Merch Area with exclusive league and team merchandise. Specific media, lighting and effects cues were programmed to change between League of Legends and Valorant featured days. Which finally leads to the arena itself where 200+ fans gathered to cheer on their teams. The set featured massive LED screens and floor with lighting and effects cues built in to change the look and feel depending on the game day.
Innovation
We developed a dedicated system that allows venue management to change between a series of preset cues altering media, lighting, sound and effects to create a unique experience depending on which day you were attending the event.
Execution
Jack brought in many internal centers of excellence to ensure that Riot was getting the best of the best. Jack's gaming division lead the charge in concert with Broadcast Studio Design division, and Content Creation wing. Together we worked with three other vendors to manage the complete project from conception to build to management. The client provided oversight of the separate vendors as well as total budget control.
Measurable results
For LEC, 25% increase in viewership. 38 million hours watched over the first six months of 2024. Their summer league is already at 16 million hours watched. For VCT, there was a 25% increase in viewership over last year. 21 million hours watched over first six months of 2024.
Communication
The event was communicated through Riot's website, Twitch and all of Riot's owned social media channels. Additionally, teams, players and influencers spread the word through their websites and social media channels as well to maximize viewership.
Sustainable practices
Given that this is a long-term project a lot of the hardware is rented or reused from the previous studio. The new design considered the hardware of the old design. Worked with local vendors to limit transportation and that the majority of the displays can be reused for the future.
