Riot Games MSI

A LASTING LEGACY

Our Historymakers campaign got League of Legends fans fired up for the Mid-Season Invitational Esports Tournament. We created a wealth of digital content with the athletes centre stage. Legendary champions were immortalised as statues both real and in AR across Europe, helping to galvanise support for the region.

A bronze street performer dressed as a statue poses with one leg raised and fingers pointing, wearing a headband and rollerblades, while people pass by in the foreground at the lively Riot Games MSI event.
A custom-built statue of League of Legends Champion Lee Sin was displayed in central Barcelona.
A crowd gathers around a statue enclosed by red ropes in an urban plaza during the Riot Games MSI event. Several people sit on chairs near the statue, while others stand and watch. Modern buildings and large screens are in the background.
Fans queued to get up close to the statue and local esports team.
Three young men wearing matching black esports jerseys smile and laugh as they look at a phone together outdoors during Riot Games MSI, surrounded by a crowd of people in a lively, urban setting.
Players from teams like Heretic enjoyed the focus on their teams and chosen champion.
A person holding a smartphone takes a photo of a plaque dedicated to Lee Sin, labeled as a warrior monk, featuring text in Spanish, an engraved face, a QR code on the plaque, and a nod to Riot Games MSI.
The QR code on the statue's plinth was scanned to access an App...
A hand holds a smartphone displaying a red screen with the text THE HISTORY MAKERS beneath a stylized logo, next to a black and gold plaque with partially visible German text—capturing the spirit of Riot Games MSI moments.
... where fans could launch and view digital content.
A young man in a G2 Esports jersey stands beside large white text on a red background that reads, “I WANT TO WIN A LOT MORE… EVEN A WORLD TITLE.” A hand-drawn crown is above his head, nodding to dreams of Riot Games MSI glory.
The exclusive content included interviews featuring legendary EMEA esports athletes.
A young man in a G2 Esports jersey speaks in an interview, with angular orange graphics and text in the background. Subtitles read: “I think we had some very good years, especially us, G2, and also Fnatics at Riot Games MSI.”.
The digital content was pushed out across the entire EMEA region on social media and via the App.
Three smartphones display different screens: the first shows a red page titled The History Makers with a black flame logo; the second features a stone monument outdoors; the third displays a stadium and the words OUR MSI LEGACY, celebrating Riot Games MSI moments.
The App also allowed fans to join in and place an AR champion statue wherever they were located.
Three smartphones display photos of outdoor statues on pedestals, each with a different name: Faker, Ruler, and Doinb. The background features red paint strokes, the phrase OUR MSI LEGACY, and a nod to Riot Games MSI history.
AR animations brought the champions' powers to life.
A group of people posing and smiling for a photo in front of a large statue and modern building, while a woman in a jacket with “Rallye Games” on the back captures the moment at Riot Games MSI.
Other champion statues included Kai'sa in Paris...
A bronze statue of a futuristic, humanoid figure with a large spherical object around its torso stands on a pedestal outdoors in a park, reminiscent of the iconic trophies awarded at Riot Games MSI events.
... Orianna at London's Copper Box Arena...
Four people wearing festive hats pose for a photo next to a large statue of LeBlanc from League of Legends in an urban outdoor area during the Riot Games MSI, while another person takes their picture.
... and LeBlanc in Berlin.
A close-up view of a metallic statue of a woman with a stylized, angular face and short hair, looking down thoughtfully with her hand raised—reminiscent of the artistry seen at Riot Games MSI—set against blurred green foliage.
Each statue was a highly detailed, life-size bronze of the iconic League of Legends champions.
A right-pointing triangle-shaped play button with a white center, red left edge, and dark blue outline.
A right-pointing triangle-shaped play button with a white center, red left edge, and dark blue outline.

The Numbers:

The Reactions

Stylized orange and navy blue quotation mark symbol on a transparent background.

40.8M CAMPAIGN IMPRESSIONS

769K CONTENT VIEWS

24K STATUE ENGAGEMENTS

12K ONLINE AR VISITS

“It was such an incredible weekend! I had to get a selfie alongside my queen, Orianna! #OurMSILegacy”

League of Legends Fan

“It’s Littt!!!! #OurMSILegacy”

Another League of Legends Fan

A pair of large, stylized quotation marks in red, white, and blue colors, positioned closely together on a transparent background.

The Reactions

Stylized orange and navy blue quotation mark symbol on a transparent background.

Related work:

Want to see more ?

Sooo MARVEL-ous

A curved arrow with a cyan and magenta outline points downward and to the right on a transparent background.
A person wearing a disco ball helmet and a reflective, mosaic-patterned outfit stands with arms raised on a brightly lit balcony at Red Bull LOIO. Nearby, another person in a sparkly dress is surrounded by shiny decorations.
John Lewis: Christmas Takeover
A large esports arena filled with spectators features a central, hanging screen displaying a Red Bull LOIO video game competition. Colorful lights and stage setups create an energetic atmosphere, with players seated below the main screen.
League of Its Own
A bartender in a beanie pours a drink into a shaker at the Waitrose Winter Festival market stall, decorated with tinsel, with a Christmas tree in the background and people gathered around the counter.
Winter Food & Drink Festival
A white circle with a black X in the center, set against a colorful, glowing gradient background with shades of pink, purple, and blue.
A dark circle with a white X in the center, surrounded by a colorful glowing ring that transitions from pink on the left to blue on the right.

Our Work

Our Approach

Arq Innovation Lab

Our Thinking

Our Team

People & Planet

Contact Us

You’ll find us here
Unit 4, 156 Bermondsey Street, London SE1 3TQ

hello@wearecollider.com

+44 (0)800 099 6077