Unlocking Intellectual Property Potential of Riot Games' League of Legends by Streaming an Adapted Animation Series Arcane: League of Legends

Arcane: League of Legends was an adapted animation series based on the blockbuster online video game League of Legends. It was produced by Riot Games, the company behind League of Legends, and Fortiche, a creative production studio based in Paris, France. Riot Games expected Arcane to introduce new players to some of the other intellectual properties (IPs) of League of Legends, and to reignite the engagement of its loyal fans. With the new animation series, Riot Games aimed to attract and serve a broader audience group and expand League of Legends’ impact on the markets. But the popularity of the original game alone made hardly any difference for game-adapted content. If Riot Games could create a new success story of a game-adapted animation series and connect the success to expanding the original game’s IP values, the rich market potential of game IP might finally be unlocked. Students will be asked to formulate a strategic decision on which target customer groups Riot Games should aim at to fully leverage the new animation series. Also, students will evaluate how Riot Games could promote the engagement of the target customer groups in an attempt to unlock the IP potential of League of Legends.