Though the brand was leading the PC FPS race in the Indian market, Riot Games understood that they had just scratched the surface in terms of market’s potential. To truly build a lasting connection with its Indian community, the brand needed to go the extra mile in building a memorable launch experience for the community. Thus the launch of Harbor was headlined by the first ever Riot Community Event in India - The New Wave.
Offline / Social Media / Digital
Event Management / Creative Strategy / Content Distribution
An exclusive invite-only secret event for India’s top esports athletes, content creators and partners. The launch of the newest agent Harbor provided the necessary catalyst to create a gaming and entertainment experience like never before in the market. The launch event was packed with immersive experiences, including a replica of Harbor's scrambler, exclusive early access to Harbor gameplay, all leading to the live debut of Harbor’s title track RAJA, performed by ARB4, Mangal Suvarnan, and Tienas.
The New Wave event became the talk of the town both in India and globally, owing to its grand scale and community outreach, especially for a first contact initiative. The brand has seen a sizable uptick in the quality and quantity of content created on the game post the execution of the community event.