League of Legends Celebrates 10 Years by Revamping China’s Underground
Celebrating the tenth anniversary of the Chinese League of Legends servers, train cars and stations in Hangzhou, Zhejiang province of China has had a very aggressive makeover to advertise this milestone in the game’s history in China.
This extravagant marketing campaign looks incredible. Not only covering the train cars, floor to ceiling, the connecting stations have additionally been plastered in League of Legends advertisements. These also include advertising involving their musical groups K/DA and True Damage.
This high profile advertising campaign is becoming a trend when it comes to League of Legends. Such as creating virtual bands, as mentioned, such as True Damage and the extremely popular K/DA. These are avenues of adverts Riot Games are using to showcase League of Legends to an even wider audience. By the looks of things, Riot Games do not seem to be slowing down in their attempt to expand their reach across all forms of media.
Brief History of League of Legends in China
With the developer of the game Riot Games first releasing League of Legends in China in 2008 with the assistance of Tencent, Riot became a subsidiary of Tencent in 2011. As well as this, in the same year, China Netcom and China Telecom began managing the League of Legends servers in the region which saw the growth of League of Legends in China exploding.
In particular, this is partially due to Chinese Professional League of Legends teams’ success over the past three years. Having won the League of Legends World Championship in 2018 (Invictus Gaming), 2019 (Fun Plus Pheonix) and making a finals appearance in 2020 (Suning).
With the growth of League of Legends in China and across the world, Riot Games and Tencent are looking strong in their extravagant and bold advertising for League of Legends, and it will be great to see what comes next.