Diante desse mercado e oportunidade, desenvolvi com objetivo de analise acadêmica esta apresentação que traz uma visão de estratégia de Branding e Marketing Digital para a marca Riot e seus produtos.

1. Brand.
Strategy. rafaleitao.com

2. Creation of a franchise
model with CBLol 2021.
Plan of studios and arenas
for the teams.
Valorant launched with
exclusive competitions on
the national scene.
Sponsorships in KitKat,
Gillette, MasterCard and
Dell's CBLOL.
CB Academy 2021 has a
record for women, Goku
and more; see curiosities
of the 1st Split.
Context.
ANALYZE
by RAFAEL LEITÃO Brand Strategy rafaleitao.com
Global
§ There are more than 100 million players
worldwide;
§ Brazil is the sixth country in number of
players;
§ The 2018 World Championship final had
99.6 million viewers;
§ The prize of Riot Games, owner of the
game, was US $ 2.25 million in the world;
§ The fans also raised another $ 4.2 million
for the teams;
Brasil
§ 85% are between 16 and 30 years old;
§ 60% have completed higher
education;
§ 85% follow the Brazilian LoL
Championship - CBLoL;
§ 52% say they like electronic sports
more than traditional ones, such as
football and basketball.
GLOBAL BRAZIL
HIGHLIGHTS

3. Brand Relevance
ANALYZE
by RAFAEL LEITÃO rafaleitao.com
§ The relevance of League of Legends has been steadily declining since 2016.
§ Valorant at its launch had a significant search period in early 2020 and
remains of significant relevance to the category.
§ Riot Games since the middle of 2019, has gained relevance in searches,
launching new products increases the relevance of brand searches on Google.
Google Trends
Brand Strategy

4. Brand Relevance
ANALYZE
by RAFAEL LEITÃO rafaleitao.com
§ Highlight for the growth of the relevance of the Valorant brand, compared to its main
competitor, it has a better positioning of several months since January 2020.
§ April 2020 period had a record of searches for the game on Google, a result that CS has not
had for more than 5 years.
Google Trends
Brand Strategy

5. Brand Relevance
ANALYZE
by RAFAEL LEITÃO rafaleitao.com
§ Over the past 5 years, CBLOL's relevance
and brand recall has been steadily falling on
Google.
§ Evaluating the performance of the
lolesports.com website, in which Brazil has
an average representation of 6%, the
region has been falling in terms of content
consumption. In addition to the drop in the
number of accesses in the last 3 months.
Google Trends
Similar Web
Brand Strategy

6. “More
competitors”
“Digital brand
reminder drop
down”
“Need more
public diversity”
“Reinforce
Constantly
Brand Contend”
by RAFAEL LEITÃO rafaleitao.com
INSIGHTS
“Attack the SEO
weaknesses”
“Marketing
automation to
exploit conversion”
“Marketing
automation for PT
support”
“Need to centralize
user behavior and
journey into a
single view”
Brand Strategy

7. Marketing.
ANALYZE
by RAFAEL LEITÃO rafaleitao.com
PLATAFORMA
SEO
SOCIAL MEDIA
& SOCIAL
LISTENING
BRANDED
CONTENT
COMMUNITY
MANAGEMENT
MEDIA
PERFORMANCE
AWARENESS CONSIDERATION CONVERSION
MARKETING
AUTOMATION
COMMUNICAT
ION
AUTOMATION
LOYALTY
DMP
EVENTOS E
COMPETIÇÕES INFLUENCERS
PUBLIC
RELATIONS
PARCERIAS
first
players
SUPPORT
Brand Strategy

8. Digital Experience Support
ANALYZE
by RAFAEL LEITÃO rafaleitao.com
WEBSITE
FORM
APP
FORM
GAME
FORM
EMAIL
CONFIRMATION
EMAIL
ATENDIMENTO
EMAIL
QUALIFICAR
ATENDIMENTO
3’s 18h 5m
§ Automated order
confirmation, but
completely in English
(bad). Test presented with
a credit card payment
problem.
§ Order answered after 18
hours (bad), it is not clear
that the service is business
hours. Proper
communication tone and
total product control.
§ Request for qualification
of the attendant in an easy
and fast way, with content
suitable to the target. Email
completely in English
(bad).
Brand Strategy

9. Digital Channel.
ANALYZE
by RAFAEL LEITÃO rafaleitao.com
Lolesports.com
§ Visits Average: 35M
§ Brazil Representation: 6.23%
§ Time Navegation: 00:01:35
playruneterra.com
§ Visits Average: 750K
§ Brazil Representation: 5.53%
§ Time Navegation: 00:01:13
wildrift.leagueoflegends.com
§ Visits Average: 1.1M
§ Brazil Representation: 1%
§ Time Navegation: 00:01:38
playvalorant.com
§ Visits Average: 6M
§ Brazil Representation: 7.32%
§ Time Navegation: 00:02:00
teamfighttactics.leagueofleg
ends.com/
§ Visits Average: 413K
§ Brazil Representation: -1%
§ Time Navegation: 00:00:23
br.leagueoflegends.com
§ Visits Average: 1.9M
§ Brazil Representation: 95%
§ Time Navegation: 00:01:35
§ Global platforms for all
products, except Lol
which has a dedicated
URL.
§ Browsing times of all
channels are low,
average of 1 minute,
demonstrates the lack
of interest in the
content of the website.
§ Brazil is on average
in third place in the
participation of number
of users between the
channels.
CONSIDERATIONS
Similar Web
Brand Strategy

10. by RAFAEL LEITÃO rafaleitao.com
DIGITAL - Paid: SEM, Native
Video, Social Media, in-APP Ads,
Influencers. Organic: PR, Trade
Content, SEO, ASO, Social
Media, Referral Links, Affiliates.
OFFLINE - Public Relations,
Physic Events and TradeShows
DIGITAL - SEM, Programmatic,
Remarketing, Look a Like, ASO,
SEO, Trade Content, Social
Media.
OFFLINE - PR, Influencers,
Affiliates,
OBJECTIVE STRATEGY
Focus on generate
AWARENESS about
Riot and Product
Brand, driving traffic to
the Website or Landing
Pages.
Generate Sales with
RETENTION engaging
the user with new
products
Focus on contribute in
total CONVERSION
for Download
CAMPAIGN
VISIBILITY
CUSTOMER
BUY
PROMOTE
AWARENESS
CONVERSION
REFERRAL
RETENTION
STRATEGY
GROWTH
INSIGHTS
Is when your customers become fans and
start selling your own product for you.
Is what happens if you can get all four
steps working.
This is about getting the word out
there. Ads, cold emails, flyers,
whatever it takes.
Is about turning these passers-
by into customers.
Is giving customers a good time so
they keep paying you.
CHANNEL
Explore
Inverse
Funnel with
DMP
Marketing Funnel
ANALYZE
Focus in Influencers
and Promotes the
products and Brand
REFERRAL
Listening the users,
adapt the plan through
analytics and Social
Media with focus in
GROWTH
DIGITAL - Social Media,
Branded Content, Blog,
Communities, Forum,.
OFFLINE – Promotion, Skins,
Benefits, Partnerships.
DIGITAL - Social Media,
Branded Content, Blog, Video
Influencer, Communities, Forum,.
OFFLINE – Partnerships, PR,
Physic Events, Competitions.
DIGITAL – Social Listening,
Digital Analytics, Forums,
Research.
OFFLINE – Call Research,
Focus Group, Call Analytics.
Brand Strategy

11. Brand Idea.
ACTIVATION
by RAFAEL LEITÃO rafaleitao.com
Creates Digital Insights
strategy with Data
Management Platform.
Unify customer journey view
into a single view, integrating
all points of contact.
Automate marketing strategy
with insights from the
platform.
Integrate marketing activation
with data platform.
BUSINESS INTELLIGENCE
Develop partnerships with
brands related to the user's
Game consumption journey.
Good examples can be related
to fashion brands such as
Reserve for Skins
development. Food delivery
market as the Ifood brand.
STRATEGIC PARTNERSHIPS
Support educational
institutions that support
children and adolescents with
a social project to learn
programming for Game.
eSports: Develop junior level
championships in public and
private schools.
SOCIAL POSITIONING
Develop partnership with design
and programming schools.for
start the Game Design
Curriculum is theway to share
the love for and knowledge of
games to students everywhere.
We designed it with accessibility
top of mind—any teacher with
access to the internet and a
printer should be able to teach
students how to design a fun
game.
COMMUNITY EDUCATION
1 2 3 4
Brand Strategy

12. Brand Idea.
ACTIVATION
by RAFAEL LEITÃO rafaleitao.com
Define online sales strategy
through a partner channel in
the marketplace, unifying
sellers who sell official
products from Riot Games
brands.
Integrate promotional actions
between official products and
game skins.
MARKETPLACE
Use DMP to identify potential
users with a profile to work
with Riot, to activate the
strategies: 1. User support
2. Affiliate Program
3. Expert Academy, content
products for user support.
PEOPLE ANALYTICS
Affiliates program to drive
news and new products.
For the development of
courses and training
related to the business.
COMMUNITY AFFILIATES
6 7 8
Develop a greater number of
content to support the
community of beginners, in
partnership with game
influencers.
Increase the volume of
TradeMarketing content to
publicize the game at strategic
points and with partners.
Produce dynamic content for
dissemination in format for
Whatsapp and Stories.
COMMUNITY EDUCATION
5
Brand Strategy

13. Brand Idea.
ACTIVATION
by RAFAEL LEITÃO rafaleitao.com
Reinforce the positioning of
the CBLOL brand, through the
marketing and communication
strategy, with influencers and
partnership with
communication channels such
as Globo.com and SporTV.
Integrate data from CBLOL
franchisees into DMP, to
support the marketing
strategy.
CBLOL ENGAGEMENT
9 Develop a program to support
Start ups that have difficulty
representing the market,
supporting a theme related to
Diversity: Blacks, LGBD.
Offering mentoring, structure
and education support.
Program that resembles
“Underepresented Program”.
START UP GAME
10 Explore better Riot Brasil
profile on Spotify, keep
updated with Playlist
dissemination and sharing
strategy.
MUSIC GAME
11
Brand Strategy

14. Thanks
rafaleitao.com