Launching a Game...with a Fruit?

To thrill players for the Southeast Asia launch of Wild Rift, the mobile version of League of Legends, games publisher Riot Games has created an edible, real-world version of Honeyfruit, an in-game health-restoring plant.

Wild Rift Honeyfruit.jpg


Riot set out to create an otherworldly taste profile that defied description that held true to the mystic realm of Runeterra. Ingredients were carefully selected and prepared in a way that made the fruit taste different every time – it was spicy, fizzy, sweet, chocolatey and a herbal health boost all at once.

The experience, created with help from ad agency BBH Singapore and production partner Jack Morton, was rolled out in Thailand, a key market for the game.

Thai gamers were invited to try it at locations all over Bangkok. Some queued for hours and even travelled long distances from the provinces to be one of the special groups to have sampled it. Dozens of gaming creators also received special deliveries of freshly harvested fruits.

Thousands of gamers tried to describe the baffling, magical taste. As intended, it divided opinion. Some were delighted, others didn’t like it, but everyone couldn’t wait to share their views, generating over 1.7 million impressions on social media within 2 weeks. Fans created reaction videos, taste tests, reviews, challenges and more.

Honeyfruit.jpg


Commenting on the campaign, Justin Hulog, General Manager for Southeast Asia, Hong Kong, Taiwan and Macau, Riot Games, said: “Riot aims to be the most player-focused company in the world and we believe it’s through unique and exciting experiences such as these that we can continue to engage and thrill fans. We’re always looking for new ways to create memorable activities for players across Southeast Asia and we hope our Thai fans enjoyed having a taste of Honeyfruit in person!”

Xander Lee, Creative Director at BBH Singapore, said: “We wanted Honeyfruit to get gamers talking, so we created a flavour that was true to the realm of Runeterra – something fresh, complex, and inherently otherworldly”.

League of Legends: Wild Rift is a 5v5 MOBA (multiplayer online battle arena) for Android, iOS and console platforms developed and published by Riot Games. The Regional Open Beta is now available in Southeast Asia, Europe, Turkey, Russia & CIS, Middle East & North Africa.


ABOUT RIOT GAMES

Riot Games was founded in 2006 to develop, publish, and support the most player-focused games in the world. In 2009, Riot released its debut title, League of Legends, to worldwide acclaim. League has gone on to be the most-played PC game in the world and a key driver of the explosive growth of esports.

As League enters its second decade, Riot continues to evolve the game while delivering new experiences to players with Teamfight Tactics, Legends of Runeterra, VALORANT, League of Legends: Wild Rift, and multiple work-in-progress titles. Riot is also building the world of Runeterra through multimedia projects across music, comic books, board games, and the upcoming animated series Arcane.

Founded by Brandon Beck and Marc Merrill, and led by CEO Nicolo Laurent, Riot is headquartered in Los Angeles, California, and has 2,500+ Rioters in 20+ offices worldwide

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