How Riot defeated memes and successfully announced four ‘risky’ games

The instant fan backlash to Blizzard's 2018 announcement of the mobile-only Diablo: Immortal sent ripples across the industry. The reasons and fairness of the reaction aside, developers knew they wanted to avoid that outcome at all costs. Riot Games in particular paid attention, and by using what it learned from Blizzard's announcement, it went on to announce not one, but four 'risky' games in 2019. Ryan Rigney, Riot Games' communications lead for League of Legends, explained the company's PR approach to the announcements of Teamfight Tactics, TFT Mobile, League of Legends: Wild Rift, and the CCG Legends of Runeterra. Each game in this stack presented its own communications challenges, and could easily have sparked a negative reaction from fans. It's important to get that initial reveal right. Even if it's unfair or based on incomplete information, a negative initial impression is tough to come back from. It sets off the ongoing narrative about the game in a bad direction, and one that publishers don't have much power to influence once it's established.

from PCGamesN https://ift.tt/2MUbtjN

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