Case Study: Riot Games revamps Prime League with Biborg

Riot Games launches Prime League with Biborg for 100M monthly players

Riot Games engaged Biborg to rebrand its League of Legends DACH region championship, formerly known as the Premier Tour. The challenge was to reposition the newly named Prime League as a major European esports circuit with a premium and distinctive identity that was also friendly and locally relevant to players and fans in Germany, Austria, and Switzerland.

Biborg developed a comprehensive branding strategy built on the pillars of proximity, guidance, and competition to humanize the league. The solution included creating a new name, logo, tone of voice, and a full brand guidelines document. Biborg also produced streaming tools, video templates, and Twitch extensions for the tournament. As a result, Riot Games launched the revitalized Prime League with a complete branding strategy to strengthen the league's cohesion and attractiveness.

Riot Games