Escape To The Undercity

Objective

Promote Arcane, the League of Legends animated series, to Southeast Asian gaming audiences. Riot Games and BBH Singapore created an interactive experience targeting 200 influential streamers and media representatives to drive awareness and engagement through live-streamed gameplay.

Solution

An interactive pixel-art adventure game set in the Arcane universe where players explored the city of Zaun. The experience featured dynamic NPC interactions allowing players to chat with characters and uncover mysteries, complemented by mini-games including trap-dodging mechanics, puzzle-solving, and a boss encounter against Jinx. The playable experience was distributed to selected Southeast Asian streamers and media for live-streaming to their audiences.