New Business: Riot Games appoints BBH Singapore as creative partner, supporting ‘League of Legends: Wild Rift’ launch


SINGAPORE – Riot Games has appointed BBH Singapore as its creative partner to support the global launch of one of their  upcoming games – League of Legends: Wild Rift (“WR”). BBH Singapore has been  tasked to build a global campaign for the game release, including development of  the launch strategy, player journey and creative platform. The agency will also  manage Riot Games’ creative business across Southeast Asia. 

Riot Games was founded in 2006 with a focus on developing and publishing the  most player-focused games in the world. In 2009, Riot released its debut title League  of Legends to worldwide acclaim. The game has since gone on to become the most  played PC game in the world and a key driver of the explosive growth of esports,  with the 2019 League of Legends World Championship tournament reaching over  44 million peak concurrent viewers.

In consideration of the ever-evolving gaming landscape, Riot developed WR to bring  the fast-paced action-strategy of LoL PC to the smartphone – offering an exciting  new experience to tens of millions of gamers around the world.  

This is another global win for BBH Singapore, who have been on a new business  tear over the past year. In that time, they have won global assignments from  Samsung, Jollibee, Nike, World Vision, Absolut, and now Riot Games. 

Justin Hulog, General Manager Southeast Asia, Taiwan, Hong Kong and  Macau at Riot Games, said: “It was incredibly important for us to find a partner  that understood Riot’s mission and values – a partner that gave us confidence that  they could deliver an authentic player-focused experience. BBH Singapore showed  a deep understanding of the gaming space, as well as an incredibly strong creative  approach. We look forward to working with them to bring WR to players.” 

Sid Tuli, Head of New Business, BBH Singapore, added: “Riot stands apart in  the world of gaming – from its genre-leading games to its spectacular out-of-game  experiences like K/DA. We couldn’t be more excited about working with both the  Global and SEA teams.” 

John Hadfield, CEO, BBH Singapore added: “Clearly, we’re on a roll. Not only  locally, but more and more we’re helping global brands on a global stage. All from  Singapore. Exciting times.”

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