Clients
Riot Games and Mashin: since 2016
Mashin has worked with Riot Games since 2016. It started with the communications for the LLN, League of Legends' Liga Latinoamérica Norte, and today covers the digital communications of its main titles.
In gaming, permission cannot be bought: it is earned by being inside. We keep working with Riot Games because we understood from day one that a community cannot be activated from the outside.
2016
The first assignment
Mashin's first job with Riot was for the LLN, League of Legends' Liga Latinoamérica Norte.
The challenge was clear: take the league's communications to a professional standard, at the level of the sports products the audience already consumed every day. The reference was not other esports tournaments; it was ESPN Deportes and Fox Deportes.
That meant no longer communicating like a niche competition and starting to do it as what it actually was: sport. With its narrative, its stars, its season, its tension and its production.
Later
The whole digital conversation
From that first project, Mashin's work with Riot grew to cover the company's entire digital communications in the region: both for its games and for its leagues.
That means sustaining different conversations at the same time, with communities that are not interchangeable and that immediately detect when a brand does not know what it is talking about.
League of Legends · Valorant · Wild Rift · Teamfight Tactics
Each title with its audience, its internal culture, its update rhythm and its way of speaking. Handling them in parallel, without any of them sounding borrowed from another, is a good part of the work.
Events
Where the community meets
Mashin supports Riot Games with activations and events, and organizes community and esports events.
They are two different things and it is worth saying so. An esports event is competition, production and broadcast. A community event is something else: it is the moment when people who play alone meet the others. Both require understanding what each audience expects before setting anything up.
Regional launches
A video game launch is unlike that of any other product. There is no shelf and no point of sale: there is a community waiting, evaluating and ready to give its opinion on day one. The window is short and the verdict is immediate.
Wild Rift Launch (Riot Games and Motorola, 5 countries). Mashin worked on the Wild Rift launch together with Motorola, with 10 active creators. The Mexico campaign alone added 75 million impressions and 380,000 clicks.