The marketing team at Legends of Runeterra (LoR), Riot's popular digital collectible card game, approached our agency with a unique challenge: they aimed to build excitement and strengthen their core community ahead of the much-anticipated "Reforged" update, which promised significant changes to the game. The challenge was to harness the thematic of the enigmatic Jhin, a character from the League of Legends universe, to create a sense of creative chaos and intrigue that would captivate players.

LoR was embarking on a transformative journey with the Reforged update, marking a significant shift in their product and brand presentation to players. Jhin, the embodiment of calculated chaos in the League of Legends universe, was chosen to narrate this journey to players.

Through a series of cryptic hints and teasers, players were granted exclusive early access to in-game content. This access was only available to those who could decipher the clues and uncover the hidden paths within the game.

23% Community
engagement Lift

2,3% Positive Brand
Perception Increase

13,4% Player Growth