Riot Games Tone of Voice — Player & Competitive

Tagline: "Player Experience First"

Industry: Video Games

Sector: Gaming

How Riot Games Communicates

Riot Games talks to a community, not a market. "Player Experience First" ties its games to competition, lore, and player devotion — passionate, in-the-know, a little larger than life. The voice is spirited and epic, speaking fan-to-fan.

Tone Words

Riot Games's brand voice is defined by the following tone words: Player, Competitive, Community.

Communication Style

Language Style: Spirited
Sentence Type: Descriptive
Tense: Present
Expression: Straightforward

Riot Games Brand Story

Riot Games created League of Legends, one of the most popular video games ever made. The company pioneered free-to-play done right and built esports into a global phenomenon. Now expanding with Valorant, Wild Rift, and Arcane, Riot continues to put players first.

Brand Message

Games built for players by players

Brand Mission

Be the most player-focused game company in the world

Brand Positioning

Core Concept: Player First

Central Tension: Business vs. Players

About Riot Games

Riot Games, Inc. is an American video game developer, publisher, and esports tournament organizer based in Los Angeles. It was founded in September 2006 by Brandon Beck and Marc Merrill to develop League of Legends and went on to develop several spin-off games and the unrelated first-person shooter game Valorant. In 2011, Riot Games was acquired by Chinese conglomerate Tencent. Its publishing arm, Riot Forge, oversaw the production of League of Legends spin-offs by other developers until its shutdown in January 2024. The company worked with Fortiche to release Arcane, a television series based on the League of Legends universe. Riot Games operates League of Legends esports leagues and the Valorant Champions Tour. The company, which had 23 offices worldwide as of 2023, sells corporate sponsorships, merchandise, and streaming rights for its leagues. Riot has faced allegations and lawsuits alleging a toxic workplace culture, including gender discrimination and sexual harassment. The company was criticized for its use of forced arbitration in response to these allegations.

Frequently Asked Questions About Riot Games

What is Riot Games's tone of voice?

Riot Games uses a player, competitive, community tone of voice. Their communication is spirited, typically using descriptive-style sentences in the present tense. Their tagline "Player Experience First" exemplifies this voice.

How does Riot Games communicate with customers?

What is Riot Games's brand message?

Riot Games's core message: Games built for players by players Their mission: Be the most player-focused game company in the world

What is Riot Games's slogan?

Riot Games's slogan is "Player Experience First". It carries their player, competitive, community voice.

What is Riot Games's mission?

Riot Games's mission: Be the most player-focused game company in the world

What makes Riot Games's brand voice unique?

Riot Games stands out through their player, competitive, community communication style. Their central brand tension, "Business vs. Players", shapes how they communicate across the Gaming sector.

What language style does Riot Games use?

Riot Games uses spirited language, with straightforward messaging, in descriptive-style sentences, using the present tense.