League of Legends marks decade anniversary in China with new campaign

League-of-Legends-China-Superunion-Campaign

Hong Kong – In retrospect to celebrating the game’s gameplay in China for a decade now, multiplayer online battle arena video game League of Legends has launched a new campaign alongside brand agency Superunion, which evokes memories of the game’s players in the country, who have been active now for a decade.

Called aptly as the ‘Annie-versary’ campaign, the title plays on one of the game’s well-known characters known as Annie, a child mage known to possess pyromantic abilities. Furthermore, the character has become of increasing importance to League of Legends players as a valuable and iconic champion.

Said campaign was developed using the insight from Riot Games that gamers love finding Easter eggs and the feeling of being truly part of a gaming community. It uses memes, secret words, and insider jokes, piecing them together to follow a protagonist’s 10-year gaming journey with League of Legends, sharing the wild ride with the gaming community.

Justin Kuo, head of creative, China Entertainment at Riot Games, said, ”Superunion has been the ideal partner for the campaign, as they truly understand the passion that our players have for our games and have helped us create a campaign that reflects the transformative power of being part of the gaming community.”

The film launched at the grand opening celebration event at Hangzhou Olympic Sport Centre and will be featured across all social media platforms and broadcast media.

Meanwhile, Maggie Chien, business director at Superunion China, commented, “It’s been an honor working with Riot Games China, with this particular project aligning perfectly with our creative revolution spirit. We worked as one global Superunion team to complete Riot’s 10th ‘Annie-versary’ film that integrates an impactful plot with top-notch visualizations, designed to evoke memories for all League of Legend gamers over the last 10 years.”

  • Reimagining your higher ed web strategy_ On-demand_Box Banner

    Get your access to Asia-Pacific Outlook 2021 | Reimagining your higher ed web strategy on-demand webinar. Get a copy of the insightful presentation about digital campus and key learnings to improve higher education digital strategies. Watch the panelists from Curtin University and Australian Catholic University as they shared their insights on the topic. Click HERE to register.

  • Inside Innovation MARKETECH APAC

    At MARKETECH APAC's Inside Innovation, we focus on bringing signups from your 100 target companies and target industries and markets. The entire campaign includes webinars, videos, articles, and podcast components for effective lead generation, brand awareness, and thought-leadership opportunities. Get in touch with us and see how we can help.

Share this story