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Ten years after Riot Games launched League of Legends in Latin America, the company is unveiling ‘LolcitoX100pre’, to recognise a decade of devotion from fans. Created in partnership with Wunderman Thompson Mexico, the activation seeks to unify the passion of more than two million Latin American players.

‘LolcitoX100pre’ is the battle cry of this celebration that recognises the impact League of Legends has had on the region, unifying the entire area from Mexico to Patagonia, creating a common nation of players known as ‘Loleros’. ‘LolcitoX100pre’ was designed to ignite the community’s pride through a series of actions, experiences and online and offline content that will be unveiled throughout September across Mexico, Peru, Colombia, Chile, and Argentina.

Omar Fabián Jiménez, chief creative officer of Wunderman Thompson Mexico, said, “This is the first work we’ve created in partnership with Riot Games, and we couldn't be more excited to be part of the story of this title that changed the world of video games forever. Above all, the most excited are the ‘Loleros’ of the team, who were an essential part of the process, almost creating a campaign for themselves and their favourite game.”

Mariano Vives, marketing creative at Riot Games, added, “For us at Riot Games, the most important thing when thinking about this celebration was that our players should be at the center of every decision made. Creating a collection of activities, moments, and rewards that were memorable and authentic to them was key, and our friends at Wunderman Thompson have been with us every step of the way. This campaign seeks to bring everyone together to raise their hands and say that ‘Lolcito’ will be here forever."

The campaign began on Saturday, August 26, at the LLA final, where #LolcitoX100pre flags unexpectedly appeared waving in the stadium, followed by the premiere of the ‘tribute content’ to its firmest fans, which will be the central focus in addition to experiences, special guests, and many surprises throughout the month. Surprises include special rewards and skins within the game for the anniversary; an augmented reality game on social; a video clip with the anniversary hymn by a renowned ragpicker, and the first broadcast of LOLNOW. The celebration will finish with fan experiences in Mexico City, Bogotá, and Buenos Aires.

All these experiences seek to strengthen the relationship that has been built for ten years between League of Legends and the ‘Loleros’, with the aim of positioning them as the true champions of the celebration and putting LATAM on the map as a great nation in the eyes of the gaming world.