November/2024
Cairo // Riyadh
Arcane 2 X PC Cafes
For Arcane Season 2, I led the strategy and vision for a 360° campaign designed to engage the community across every touchpoint—online, offline, and in between. The campaign built upon an earlier activation, Hextech Battles, where players chose between Zaun and Piltover, playing ARAM matches to earn points for their faction and increase total match counts and AGHPA.
To extend that excitement beyond the game while still requiring players to actively contribute, we brought the experience into the real world. It began with a small booth at the Worlds watch party, where curious players first discovered the competition. From there, we expanded into a series of PC café activations themed around Zaun and Piltover. Players earned cogs, the in-universe currency from the series, by playing games and supporting their faction. These cogs could then be redeemed in cafés to rent PCs, buy snacks, and claim exclusive rewards. Café admins distributed the cogs, turning everyday gaming spaces into immersive extensions of the Arcane universe.
This approach seamlessly blended digital competition with real-world experiences, creating a unified campaign that celebrated the release of Arcane while strengthening ties between players, influencers, and local gaming communities.