Riftbound Global Activation Series
Project Overview
Project Name:
Riftbound Global Activation Series
Client:
Riot Games
Year:
2025
Event Type:
Fan Fest Activation / Convention Booth Experience
Role:
Executive Producer
Project Description
As Executive Producer for Riftbound, I led the global experiential activation strategy for Riot Games’ League of Legends Trading Card Game across three major international events: MSI in Vancouver, Gen Con in Indianapolis, and the TFT Paris Open in Paris.
The series was designed to give players the first hands-on experience with Riftbound’s trial decks ahead of the game’s official global release. At MSI and Gen Con, attendees played 1v1 and free-for-all formats and competed in “Beat a Dev” challenges against the Riftbound development team. At the TFT Paris Open, we highlighted the launch of French-language decks with Learn to Play sessions and sealed tournaments.
Each activation was tailored to its audience and context: convention-scale immersion at Gen Con, esports-adjacent energy at MSI, and international community building in Paris.
Execution Details
Type of Experience:
Live Fan Fest + Convention Booth
Audience Size:
140,000+ combined attendees across three events (75,000 at Gen Con, 35,000 at MSI, 30,000 at TFT Paris Open)
Location:
Vancouver, Canada / Indianapolis, USA / Paris, France
Format:
Multi-day hands-on gameplay activations, developer meet-and-greets, promotional giveaways, and tournament play
Impact
The Riftbound activation series served as the primary physical launch strategy for the game ahead of its October 2025 global release. It generated early player adoption, real-time gameplay feedback for the development team, and positioned Riftbound as a serious entry in the competitive trading card game space. The series spanned three countries, two continents, and three distinct event formats, all within a single calendar year.
