Case Study
Changing the game for female players with understanding and action.
The Challenge
Breaking through gaming’s glass ceiling.
Riot was interested in discovering equitable pathways for under-represented communities with a specific focus on female professional gamers. The brand sought to illuminate the barriers for female gamers, both in professional and casual game play, in pursuing deeper levels of gaming and what motivated them to continue to push against existing hurdles in the industry.
Mockups have been edited to preserve confidentiality.
OUR Impact
Smart brand strategy to engage female gamers in a more relatable way.
By becoming immersed in their world, we gained a deep understanding of female gamers’ expectations, experiences, and reactions as they relate to gaming and the Riot parent brand. We ultimately applied these learnings to craft brand strategy and maximize the positive impacts of future events.
