The opportunity
Over the past year, we continued our work with the LCS (the third-most popular sports league in North America, and the largest esports league in the continent), with the goal of expanding esports into more endemic and non-endemic spaces.
We showcased the LCS’ ability to adapt and endure through the pandemic with a fully remote setup, even amid the pause of traditional sports activity. We developed communications programs around brand and distributor partnerships, and developed fully remote press rooms to grow media relationships and coverage of the league. In this setup, we’ve organized and staffed multiple virtual press rooms for LCS, the LoL World Championship, and VALORANT First Strike NA.
In late 2019, Riot Games put the ‘s’ in its name with the planned launch of multiple new games. In the process, Riot added an ‘s’ to its esports. Starting with competitive Teamfight Tactics and VALORANT, The Story Mob developed communications strategies and campaigns to introduce the new competitive structures, and introduce the brand partners and third-party organizers who have been integral to developing the new competitive ecosystems.