Serving 23 countries during Ramadan was always a challenge. With so many communities celebrating at the same time, it was impossible to be physically present everywhere. That’s where the idea of creating a virtual Ramadan tent on Discord came to life. Inspired by the cultural tradition of Ramadan tents, we built a dedicated server where players could gather and celebrate together. Inside this space, a hakawaty (storyteller) shared live tales from League of Legends lore, while an interactive bot hosted trivia games, managed leaderboards, and encouraged night sessions with the community.
Over time, this idea grew beyond its original scope. What began as a simple virtual tent evolved into a full social takeover with fresh branding every year and new activities for players to engage with. We introduced bingo nights, tournaments, and eventually transformed the hakawaty into a documented show format. As the campaign matured, it also expanded into priority markets with real-world activations such as watch parties, gaming nights, and communal iftars, creating a bridge between online and offline experiences.
The Ramadan campaign became more than just a seasonal activation—it developed into a recurring tradition that players anticipated each year, blending cultural relevance with community-driven experiences in a way that resonated across the entire region.