League Of Legends: Battle Of Baron
View the case- Brand
- Riot Games
- Year
- 2021
- Objective
- Product Launch
- Industry
- Entertainment
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- BBH Singapore
- With
- UNIT9
- With
- Le Polish Bureau
Objective
Riot Games partnered with BBH Singapore and UNIT9 to celebrate the League of Legends: Wild Rift open beta expansion across multiple regions (Vietnam, Oceania, Taiwan, Europe, Turkey, Middle East, North Africa, and Russia). The campaign aimed to unite global fans through a collaborative, interactive experience centered on one of League's most iconic battles, transforming a product launch announcement into a participatory community moment.
Solution
UNIT9 transformed YouTube Live into an interactive multiplayer battle arena. Viewers typed numbers 1–4 in the live chat to vote on combat moves against Baron Nashor, with the beast responding dynamically to each community decision in real time. This voting mechanic created immediate gratification and direct player agency over the outcome. Developed in five weeks from conception to launch, the experience was powered by YouTube Live's chat infrastructure with custom backend logic for dynamic game responses.
Results
League of Legends: Battle of Baron achieved 50,070 peak concurrent viewers with 1.65 million live chat comments and 450,000+ total livestream views. Wild Rift reached #1 ranking across multiple regional app stores following the campaign and won both FWA recognition and a Gold Award at The Clios 2021 in the Games category.
