Riot Games, the game developer and publisher of League of Legends, one of the most-played PC games in the world, is celebrating its 10th "Annie-versary" of China with the launch of a new campaign. Created by WPP global brand agency, Superunion, the work taps into the League of Legends players' secret language and evokes memories for League of Legends players from the past 10 years of gameplay.
The "Annie-versary" campaign was developed using the insight from Riot Games that gamers love finding Easter eggs and the feeling of being truly part of a gaming community. It uses memes, secret words, and insider jokes, piecing them together to follow a protagonist's 10-year gaming journey with League of Legends, sharing the wild ride with the gaming community.
The term "Annie-versary" is a nod to the iconic League of Legends character, Annie. The character has become of increasing importance to League of Legends players as a valuable and iconic champion.