INDEPENDENT STRATEGY CASE STUDY

League of Legends Classic

A player-meets-marketer look at how nostalgia, storytelling, gameplay, and community come together to connect longtime League of Legends fans with a new generation of players.

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Project Overview

Looking at League through two different lenses.

As someone who's played League of Legends since 2021 and works in marketing, I wanted to explore what makes League Classic interesting from both perspectives. This study looks at how different campaign elements work together to spark curiosity, connect with players, and encourage participation.

Why It Matters

Nostalgia isn't just for the players who were there.

For longtime players, Classic is a chance to revisit familiar memories. For newer players like me, it's an opportunity to experience a part of League's history we missed. I found it interesting how one campaign could connect with both audiences for completely different reasons.

Key Highlights

Using storytelling to reconnect longtime players with familiar memories while introducing newer audiences to the game's history.

Cinematic Storytelling

Making an unfamiliar version of League easier to understand and more approachable for players who weren't there the first time.

Educational Content

Gameplay & Community

Giving players a reason to go beyond watching the campaign and actually experience, share, and talk about Classic together.

EXPLORE THE FULL PROJECT

See the full analysis.

Curious about the marketing behind the experience? Explore my full case study, where I share my player perspective, break down the campaign elements, and highlight what I'd explore next as a marketer.