Riot Games Arcane Season 2: The Immersive Launch Campaign

Reignite fandom after a three-year gap and launch Arcane Season 2 as a global cultural moment, converting viewers into participants and driving gameplay through Riot’s watch-play loop.

OS Studios helped Riot and Netflix turn Arcane Season 2 into a global, in-person fandom rollout across three acts, each designed to mirror episodic momentum and bring Piltover and Zaun to life through interactive storytelling, gameplay touchpoints, and collectible physical artifacts.

1) Built for the Watch-Play Loop

Every activation was designed to convert entertainment attention into gameplay engagement, and gameplay loyalty back into story obsession.

2) Three Acts, One Global Narrative

A single campaign framework executed as a structured progression: awareness, prestige, then mass participation.

3) Paris: Jinx’s Playground Pop-Up

A kinetic retail-gaming hybrid with build-your-own experiences, interactive stations, and event-exclusive merch engineered for cultural spread.

4) Hollywood: Piltover’s Elite Premiere

A prestige red-carpet moment at the Egyptian Theatre, brought to life with lore-driven installations, creator coverage, and a global livestream across Twitch, TikTok, YouTube, Discord.

5) LA: The Finale Festival

A full-scale fan festival at Shrine Expo Hall featuring 50+ game stations, interactive challenges with iconic Arcane elements, museum-quality lore exhibits, and a life-sized Hexgate entry sequence.

6) Physical Objects That Fans Could Take Home

Exclusive, functional collectibles (including the Flame Chomper speaker) turned lore into a tangible status symbol, driving queues, UGC, and merch velocity.

Want to see how OS Studios redefines sports fandom across other leagues? Check out our work with Call of Duty Next and other live sports experiences.