The challenge

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Southeast Asia is one of the most competitive mobile gaming regions in the world. Strategy titles, however, remain a smaller slice of that market, with most attention concentrated on battle royales and MOBAs.

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Riot Games briefed us to launch Teamfight Tactics Mobile into this environment under two constraints. The first was a tight release window and the second was a strict intellectual property compliance where every asset had to meet the guardrails inherited from the wider League of Legends universe.

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The strategy

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We built the programme around three workstreams.

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Localisation research

We mapped cultural references, spending habits, payment preferences, device penetration and player behaviour across the six key markets. The findings then shaped store creatives, in-app messaging tone, as well as the channel mix in each market.

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Targeted player reach

We used Riot Games' existing intellectual property equity to seed conversations inside local fan communities, then partnered with key opinion leaders and content creators across the region to drive launch buzz and install intent.

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Creative services

Social, community and pay-per-click assets were produced and refreshed in real time, responding to release milestones and player sentiment to and clearing Riot Games' intellectual property review before going live.

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The results

Teamfight Tactics Mobile became one of the standout strategy launches in the region:
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• More than 1.6 million active users
• 5M+ total installs  
• Top monthly downloads in 6 countries

Launching in a hyper-competitive segment? Work with us for a standout launch strategy.