During last year's World Championships, Mastercard debuted a unique League of Legends experience for fans in Seoul. The pop-up activation ran from November 1st until the 3rd. It was an extension of a signed multi-year sponsorship deal between Mastercard and Riot Games.
The League of Legends experience gave fans the opportunity to meet and take pictures with professional LoL players and teams. Participants could play Riot’s 1v1 “Snowdown Showdown” mode and "learn basic and advanced tips for streaming" through the Twitch Creator Camp. Another aspect of the pop-up included an augmented reality experience through which fans could reproduce themselves as an LoL champion.
Alongside the pop-up, Mastercard introduced other engaging opportunities for cardholders, solidifying the company's presence in the booming environment of eSports.
Key Themes Behind This Trend
- Pop-up Fan Events
- Pop-up fan events offer opportunities for brands to engage with fans and create unique experiences.
- Esports Sponsorship
- Esports sponsorships provide companies with the chance to establish a strong presence in the growing industry.
- Augmented Reality Experiences
- Augmented reality experiences allow fans to interact with their favorite games in innovative and immersive ways.
Where This Applies
- Marketing and Advertising
- Marketers can leverage pop-up fan events to create memorable brand experiences for their target audience.
- Financial Services
- Financial services companies can tap into the esports market through sponsorships and partnerships with gaming organizations.
- Technology
- The technology sector can develop and provide augmented reality solutions to enhance fan interactions and engagement in the esports industry.
