Strategy: Duncan Heeney, Luis Gonçalves
Creative: Alex Norling
Campaign Type: Influencer Partnership

CHALLENGE

Rivalry are looking to expand their share of the League of Legends betting market but Riot Games, the creators of the game, have blocked all forms of gambling sponsorships related to their properties.

INSIGHT

Influencer driven, pirate radio style, co-streams of League of Legends events were dominating the viewership race over the official broadcasts. Partnering with these more personality driven broadcasts provide a much deeper integration than if we were to partner with Riot Games themselves.

EXECUTION

We signed Baiano, the biggest face of League of Legends in Brazil. Partnering with him to run Rivalry branded coverage of all League of Legends events in Brazil.

We he joined we wanted to make people know we were serious and here to support the scene. What better way to do that than by becoming a full-blown satanic goat cult that grants every esports fan’s wildest dreams.

Baiano even summoned the cult to save Brazil at Worlds by making voodoo dolls of rival teams which we tortured on X.

Bainao streamed Rivalry branded activations every weekend of CBLoL for the duration of the 2022 and 2023 seasons. Marking Rivalry’s most successful influencer partnership.

Channels: Owned Social, Partner Social, Partner Livestream, CRM

RESULTS

$22 CAC (35% below industry average).

Over 250,000 new users.

League of Legends jumped from under 10% of Rivalry’s monthly revenue top over 40%.