Following a stellar first year for the VCT, Riot Games was ready to announce a whole new structure for the EMEA region, along with the introduction of new regional circuits (VALORANT Regional Leagues); new dates for its flagship all-women VCT Game Changers EMEA series; as well as a new grassroots offering for players across the region, in the form of the VALORANT Regional Circuits.
Working with the VCT EMEA team we developed a thorough, bespoke communications plan to not only announce these major changes, but also ensure that the enthusiastic VALORANT player base were able to get to grips which each aspect of what VCT EMEA 2022 looks like.
Extensive campaign
An exclusive press conference, dev–diary video, and bespoke storylines in international mainstream media
A fresh start
From completely fresh messaging to comprehensive media training workshops for five spokespersons