Bilgewater.

Bilgewater devours itself as the streets ring with the shrieks of the desperate and the dying. A war started by the spread of three words: Gangplank is dead.

Challenge.

Develop a compelling online digital experience in which users are emerged in the intertwined storyline of League of Legends largest in-game event, Bilgewater: Burning Tides.

Solution.

We sought out to create something truly unique, by creating a multiple-day Bilgewater reveal website. Users were “teased” with hints of the upcoming gameplay updates and champion skins. Over a two-week span, we revealed more scenes that gave users access to interact with more fresh content. The event built up to the final reveal of two major champion updates, and an entirely new game mode.

Results.

The League of Legends community relished the website with great surprise. The Bilgewater game mode was a huge hit and gained unprecedented traction in its two weeks of debut. Users explored a complex world full of insightful information, event bundles, new champion artwork, print crafts, and much more.

The story begins during the Bilgewater: Burning Tides event, Gangplank was brought down by the machinations of the bounty hunter Miss Fortune. His ship was destroyed with all of Bilgewater watching, killing his crew and shattering his aura of invincibility. Now the gangs of Bilgewater have risen up, fighting amongst themselves to claim dominion over the port city.

We partnered with the talented art and design team at Riot Games to create an authentic Bilgewater experience. We worked together in creating a simple UI/UX that allowed users to seamlessly navigate through the different sections of the website. A series of acts were written for the storyline, and we paired that with an interactive Bilgewater environment with various points of interest.

“From Brazil to Korea, Oceania to Europe West, players all over the world took a journey to Bilgewater.”

Bilgewater marks League’s biggest in-game event to date. We tracked the success of the campaign by strategically placing snippets of analytics to track: unique page visits, inbound links, page load times, and visitor time spent on various unique URL’s. League of legend's 30 million registered players explored the city online, battled across Butcher’s Bridge, plundered alongside the Black Market Brawlers, and read through the Burning Tides story. Users continue to relive the Bilgewater experience online and wait patiently for the next big Bilgewater event.

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