Social Media is the Only Media: How Riot Games Launched a Blockbuster Video Game During a Global Pandemic
Tuesday, June 29, 2021
10:25 AM - 10:45 AM (PDT)
Nikki Lewis Casey Clough Danny Wright

As marketers, we always have to reinvent the wheel. The launch and online community building for the first year of VALORANT presented many challenges and opportunities necessitating reinvention. With IRL tactics suddenly off the table, Riot Games' VALORANT team doubled down on social media to create an innovative social-first approach that won the market.

This talk with Nikki Lewis, Marketing Lead, and Casey Clough, Brand Manager, explores three examples of that; with a lens on how we view social media not as a channel, but as a forum for connection:

  • Building a brand online during COVID
  • Redefining “success” on social
  • Reaffirming our commitment to inclusivity


Nikki Lewis, Global Head of Marketing, VALORANT, Riot Games
Casey Clough, Brand Manager, VALORANT, Riot Games
Danny Wright, Chief Brand Officer, Adweek

Session Type
Main Stage