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We designed in-game digital experiences to support the launch of Arcane Season II and the TFT Macao Open, creating new ways for the game and its community to interact.
Overview
In 2024, Riot Games was looking to expand the League of Legends universe and strengthen its connection with the global community. The launch of the second season of Arcane and the exclusive content from the TFT Macao 2024 tournament presented a new opportunity to bring the brand's narrative directly into the game.
To support these moments, the brand needed an interface system capable of evolving with each update, maintaining visual consistency, clear navigation, and an immersive experience for players.
The challenge was to integrate content, narrative, and branding into a living experience designed to accompany players through each new stage of the product.
To support these moments, the brand needed an interface system capable of evolving with each update, maintaining visual consistency, clear navigation, and an immersive experience for players.
The challenge was to integrate content, narrative, and branding into a living experience designed to accompany players through each new stage of the product.
approach
From a user-centric perspective, we developed the visual narrative, navigation structure, and interfaces that shaped the in-game releases. Each layer of design—motion, interaction, and visual rhythm—was created to adapt to real-time content, reinforcing the emotional connection between players and the brand.
The result was a dynamic digital ecosystem that amplified the identity of League of Legends, consolidating Riot Games as a benchmark in how entertainment brands can evolve their digital experience alongside their community.
The result was a dynamic digital ecosystem that amplified the identity of League of Legends, consolidating Riot Games as a benchmark in how entertainment brands can evolve their digital experience alongside their community.
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