Riot Games: League of Legends - Celebrating its 10th "Annie-versary
Riot Games, the game developer and publisher of League of Legends, one of the most-played PC games in the world, is celebrating its 10th "Annie-versary" of China with the launch of a new campaign.
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The campaign taps into the League of Legends players' secret language and evokes memories for League of Legends players from the past 10 years of gameplay.
The "Annie-versary" campaign was developed using the insight from Riot Games that gamers love finding Easter eggs and the feeling of being truly part of a gaming community. It uses memes, secret words, and insider jokes, piecing them together to follow a protagonist's 10-year gaming journey with League of Legends, sharing the wild ride with the gaming community.
The term "Annie-vesary" is a nod to the iconic League of Legends character, Annie. The character has become of increasing importance to League of Legends players as a valuable and iconic champion.
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