Riot Games

Riot Games Case Study

250,000

Total Esports Players Acquired

48,500

Tournament Participation

$1.95

Cost Per Acquisition

4.8%

Click-Through Rate

Company

Riot Games

Industry

Gaming

Duration

45 days

Budget

$487,500

Objective

Targeted competitive gaming communities and esports enthusiasts to drive tournament participation and ranked play engagement across Riot's gaming ecosystem.

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Campaign Overview

Riot Games, the developer behind League of Legends and Valorant, sought to expand their competitive gaming community by attracting serious esports players and tournament participants. With a $487.5K campaign budget over 45 days, the campaign targeted competitive gaming enthusiasts and aspiring esports professionals.

Strategy

The esports-focused acquisition strategy encompassed:

Audience Targeting: Targeted Mobile gamers and Gamers interested in PC/Console Gaming, eSports, and Mobile Gaming for comprehensive reach.
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Multi-Platform Campaign Optimization: Sequential ad delivery across gaming communities maximized engagement through platform-specific creative messaging approaches.

Creative Testing Framework: Character-driven advertisements featuring League of Legends champions created immersive experiences that resonated with target audiences.

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Results

Total Reach: 45.2 million qualified gaming impressions across targeted behavioral and interest-based segments
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Total Conversions: 250,000 Esports Players Acquired
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Conversion Rate: 6.3% from impression to completed game registration significantly exceeding mobile gaming benchmarks
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Click-Through Rate: 4.8% across all gaming segments demonstrating strong creative resonance with target audiences

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Inactive-State

Active State

Execution

Esports Community Targeting: Reaching active competitive gamers and tournament participants ensured high engagement with ranked systems and competitive features
Creative Strategy Integration: Character-driven advertisements leveraged existing IP recognition to drive higher engagement among gaming communities.

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Launch Similar Campaign

Insights & Learnings

Riot Games successfully reduced user acquisition costs by 56.9% while achieving exceptional conversion rates through strategic audience targeting. The campaign demonstrated Blockchain-Ads platform's effectiveness for gaming companies seeking high-quality player acquisition. This approach established a scalable framework for future gaming campaigns targeting engaged crypto-native and traditional gaming audiences.

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