VCT 2022 EMEA

From the VCT to the VRCs, and everything in between

The opportunity

After its new tactical shooter VALORANT took the esports world by storm in 2021, with the launch of the prestigious VALORANT Champions Tour, Riot Games sought to kick things up a notch in 2022 - and looked to us to help spread the good word!

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.

We make results

From the VCT to the VRCs, and everything in between To make sure we covered all bases, we developed a dynamic communications plan to highlight each new wonderful aspect of VCT EMEA 2022, which included:

  • An exclusive press conference
  • A dev-diary style video which featured key spokespeople across all of the upcoming projects
  • Bespoke storylines to help create in-depth features for each new beat
  • Fun press packs for VALORANT journalists

Practice makes perfect

Making sure everyone is on the same page can be tricky, especially when you’ve got more than one product to show off. So, to help ensure everything ran smoothly, we worked with a number of Riot Game spokespeople to help them nail any question they were asked and ensure they took control of any interview they partook in. We did this by:

  • Creating, from scratch, a full messaging house and accompanying Q&As to cover off any and all questions
  • Media training workshops

We make results

Practice makes perfect
Making sure everyone is on the same page can be tricky, especially when you’ve got more than one product to show off.

Related projects

The Story Mob

Creating transcendent moments that embody gaming culture.

Creating transcendent moments that embody gaming culture.

About Us