Case Study: Riot Games Builds an Aspirational Valorant Regional Leagues Brand with Biborg

Riot Games drives 2.72 million hours watched with Biborg

The customer Riot Games, a major video game developer, faced the challenge of turning its Valorant Regional Leagues into an aspirational lifestyle brand to deepen its connection with a Gen Z audience. The vendor Biborg was tasked with raising brand awareness, nurturing community love, and increasing the brand's appeal to newcomers.

Biborg's solution was to move beyond triggering national pride and instead build a cultural resonance based on shared values and identity. The agency created strong graphic identities that highlighted fan confidence and reaffirmed their true selves. The results were significant, with over 2.72 million hours watched during Stage 1 of the Leagues. Biborg successfully achieved its goal, as the new identities were immediately appropriated by the fans and teams.

Riot Games