Riot Games: Battle of Baron
Client:
Riot Games
Agency:
BBH Singapore
Production:
UNIT9
Role:
Creative Director
Year:
2021
For the global launch of Wild Rift, we turned YouTube itself into a live multiplayer game. Built in five weeks, and played by 50,070 people at the same time.
The mechanic was simple: viewers controlled the game by typing commands in the comments. Baron Nashor, one of the most iconic enemies in League of Legends, appeared live on screen, and the entire YouTube audience became a single raid party trying to defeat him together. No app download. Just a comment.
1.65 million comments in ten minutes. 450,000 views in the first week. Wild Rift hit number one in the app store across multiple regions on launch day.
Results
1.65M
Comments
in 10 minutes
50,070
Simultaneous Players
450K
Views
on week one
Awards
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Clios
Gold
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UK Creative Circle
Silver
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Webby
Honoree
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FWA
FWA of the Day
Drum Awards
Best Technology-led Innovation
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16.547 37.771 16.469 C 37.709 16.273 37.852 16.033 38.032 16.033 C 38.315 16.033 38.644 15.817 38.775 15.545 C 38.97 15.138 39.043 13.424 39.013 9.98 C 38.994 7.877 38.96 6.91 38.898 6.721 C 38.77 6.334 38.486 6.031 38.158 5.933 C 37.463 5.725 36.586 6.34 35.932 7.495 L 35.608 8.068 L 35.586 10.84 C 35.563 13.714 35.633 15.16 35.813 15.507 C 35.954 15.781 36.133 15.927 36.451 16.029 C 36.598 16.076 36.736 16.173 36.759 16.244 C 36.802 16.38 36.742 16.609 36.663 16.612 C 36.638 16.613 35.271 16.616 33.626 16.618 L 30.635 16.622 L 30.613 16.367 C 30.592 16.126 30.61 16.103 30.937 15.947 C 31.215 15.814 31.319 15.71 31.464 15.421 L 31.644 15.061 L 31.644 10.917 C 31.644 6.81 31.643 6.77 31.487 6.433 C 31.046 5.477 29.95 5.658 28.997 6.844 C 28.31 7.697 28.352 7.378 28.378 11.544 C 28.4 15.036 28.407 15.218 28.545 15.493 C 28.655 15.713 28.779 15.824 29.07 15.962 C 29.502 16.166 29.637 16.417 29.407 16.586 C 29.334 16.639 29.224 16.675 29.162 16.666 C 29.1 16.656 27.72 16.632 26.095 16.612 Z M 67.774 16.471 C 67.679 16.22 67.731 16.144 68.158 15.915 C 68.437 15.765 68.59 15.621 68.722 15.385 L 68.903 15.061 L 68.925 10.701 C 68.937 8.303 68.927 6.201 68.902 6.031 C 68.825 5.5 68.389 5.138 67.632 4.977 C 67.493 4.947 67.434 4.883 67.414 4.738 C 67.345 4.254 67.148 4.287 70.169 4.287 L 72.903 4.287 L 72.903 9.436 C 72.903 12.943 72.928 14.704 72.983 14.959 C 73.09 15.459 73.396 15.787 73.912 15.955 C 74.271 16.071 74.31 16.105 74.33 16.311 C 74.346 16.464 74.317 16.553 74.244 16.581 C 74.184 16.604 72.718 16.628 70.987 16.634 L 67.84 16.646 Z M 86.736 16.578 C 86.546 16.388 86.732 16.035 87.078 15.93 C 87.333 15.853 87.526 15.454 87.608 14.835 C 87.655 14.48 87.675 12.707 87.662 10.088 C 87.641 6.008 87.637 5.901 87.49 5.62 C 87.385 5.421 87.214 5.26 86.931 5.095 C 86.544 4.869 86.523 4.842 86.523 4.571 L 86.523 4.285 L 91.676 4.323 L 91.676 5.145 C 91.676 5.668 91.704 5.977 91.754 5.994 C 91.797 6.008 92 5.827 92.205 5.591 C 92.692 5.031 93.611 4.343 94.14 4.141 C 94.413 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Campaign Tech
Best Audience Engagement
How was it made?
Building three worlds at once
The project ran across three parallel workstreams that had to converge perfectly on a single live broadcast, with no second chance.
Riot Games supplied original game assets, but everything had to be rebuilt from scratch to run in Unity. All the modelling, lighting, and animation was redone by a dedicated team of 3D artists and animators.
The assets existed, but making them perform in real time at broadcast quality was an entirely separate body of work.
Weaponizing the YouTube chat
The second workstream was the game mechanics: engineering the systems that read YouTube Live comments and translated them into live in-game actions fast enough to feel immediate and reactive.
Not spam. The community giving it all.
The third was the most unpredictable. Pulling tens of thousands of comments per minute from a live stream looked, from YouTube's perspective, indistinguishable from a spam attack.
We had to work directly with YouTube to raise the comment threshold and guarantee the platform wouldn't flag or block the stream mid-broadcast.
A call to the global community
Before the battle itself, a global social campaign showed Baron appearing around the world and rampaging across social channels, priming the community for what was coming.
On the night, after a close fight that had players on Discord screaming, fans unlocked the ability to summon Wild Rift champions to their aid, and finally brought Baron down.
Gallery
Zlaten del Castillo
Creative Director
London, UK
Brussels, Belgium
Available globally
All work shown with permission. All rights belong to the respective clients and production companies.