Riot Games is broadening their advertising horizon with their latest campaign at LAX.
Riot Games, a prominent name in the world of e-sports, is making use of the LAX welcome hall to promote their highly anticipated Valorant world championship. Consisting of several pop-ups across Los Angeles, the championship will run throughout August and end with a grand finale in the famous KIA Forum arena.
Widely considered the pinnacle of e-sports, this annual gaming event brings together the world’s best players, attracting thousands of attendees.
Airport advertising has proven itself as an effective medium for advertisers looking to target and promote special events. Riot Games is capitalizing on the large footfall at LAX to welcome fans flying in from around the world while also reaching a new audience.
Spanning the entire arrivals section ramp, this vibrant ad promotes the championship to the roughly 200,000 passengers arriving at LAX every single day.
Although still considered niche, the e-sports industry has rapidly grown to a global audience of 500 million people. Riot’s utilization of airport advertising is a fantastic example of how the gaming industry can expand beyond its digital landscape to engage with a broader audience and bring e-sports into the mainstream.