Robert Hornbek

Game Development & Exploration

What A Riot, Episode 2

Posted by rHornbek on May 13, 2010

On my first day I was introduced around the office and met nearly all of the people at Riot.  I quickly learned to like Billy, the only other marketing intern and who was later appropriately titled the “Senior Intern” for being the first intern at Riot.  He guided me as I learned the company’s business model and plans for marketing the League of Legends title.  In addition to this Billy and I were both informed how we were going to develop new marketing plans.
Within the first week I found myself along with Billy and our marketing manager inside the second conference room at the office.  Conference Room 2 was a nicely lit stairwell with a dry erase board leaning against the wall.  It wasn’t much but it was all we needed and this was a start-up company after all.  There we worked on new marketing plans that could be set underway before the game’s release so to generate interest in the community.  Our focus was of course the community surrounding DotA so we looked into many methods to draw their interests.

This is not the actually stairwell. The real one was much brighter.

On the marketing team I learned a lot about the true nature of viral marketing and how to properly implement it.  This information was a great and necessary stepping stone into my next phase at Riot Games.  One of the things I learned about the nature of viral marketing is that it is not fully self sufficient, you need to continue propagating the information to new targets.

Best case Viral Marketing scenario. But rarely the case.

The image above is the ideal scenario where you inform one or a few people that spread the information like wildfire.  But in reality you need to find the people are are capable of reaching so many other people and at some point in the chain the process will begin to slow down.  Like all marketing, viral marketing must be maintained and well planned before execution.  But unlike a lot of marketing, viral marketing can have a massive result with little associated costs.
Stay tuned for the next episode of What A Riot when our hero and his companions go from being a marketing team to the community team!
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One Response to “What A Riot, Episode 2”

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