The road to Champions commenced with a month-long VALORANT takeover across Los Angeles. This included an ambitious schedule of tournament competitive play and a series of interactive, immersive pop-ups that spanned the city’s most influential neighborhoods, reinforcing that the top game and esport has become embedded in youth culture, and is designed to sit at the intersection where style, music and art meet sports.
Riot Games needed critical support for their global campaign with a hyper-focused plan to engage North American endemic media + non-endemic Southern California lifestyle and ‘Things to Do in LA’ focused outlets. These efforts were fixated on driving attendance, creating awareness, and amplifying hype for the VALORANT TAKEOVER // LOS ANGELES activations and the World Champions competition at the iconic KIA Forum.