One of the most unique marketing examples in video games
For those of you who don't know league of Legend is a multiplayer online battle arena, crated by Riot Games. In this game 2 teams of 5 players are competing against each otherare. Each one is playing as a one of 148 unique champions and continuous to release more over time.
The the business model of the company is to give the game for free to the player. To make profit the company sells champion skins. A champion skin refers to an alternate appearance. Every skin comes with its own unique model and splash art, while some skins also give champions different particle effects, voice-overs, and sound effects (their price varies accordingly).
One of the most success skin lines is the KDA. KDA is a virtual girl K-Pop group consisting of four themed versions of League og Legends characters: Ahri, Akali, Evelynn, Kai'Sa.
To promote the skins Riot use the proven marketing strategy marketing with music, after all new skin line is about a Pop stars. On November 3rd 2018 the music video of the song named POP/Stars was uploaded to YouTube. The song subsequently went viral, surpassing 100 million views in one month, and reaching nearly 400 million views, as well as topping Billboard’’sWorld Digital Song Sales chart.
The succes of K/DA was incredible. But there was a question: Are any other champions are going to join the pop group?
As you now know League of Legends has 148 unique champions and continuous to release more over time. On june 26th a new Twitter Profile was created, It’s a young virtual girl with blue eyes and pink hair named Seraphine.
Seraphine used twitter like any other normal person. She posted here feeling, experiences, photos and most importantly here song. She was a talented singer, that stared gathering a big following of people interacting with her like she is a real person.
After two or three mouths Riot Game announce that the new League of Legend champion is going to be a musical mage and we know her already. And you guest It, the new champions name was Seraphine.
Most importantly she was joining the Pop band KDA as there new fifth member. October 28 the newest champions in League of Legend Seraphine was relese and November 6, 2020 the new KDA song More was uploaded to YouTube witch after 15 daies has more than 43 million views.
This is a great examples of creative marketing methods, combinating marketing with music and marketing with influencers to create a both unique experiences for the players of the game and revenue for the company.