Riot Games' Teamfight Tactics PH picks new social media agency

Riot Games has partnered social media agency GOODSTUPH Singapore to lead social media strategy and creative development for Riot Games’ Teamfight Tactics in the Philippines.

This builds on the momentum of the successful launch campaign for Teamfight Tactics in Southeast Asia back in November 2023, which expanded the game's reach and engagement within the dynamic Philippine gaming community.

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“We’re thrilled to continue our partnership with Riot Games and grow the love for Teamfight Tactics in the Philippines,” said Jason Yong, senior creative and lead on the Riot Games account at GOODSTUPH. “As gamers and fans ourselves, we’re committed to delivering authentic, engaging, and hyperlocal experiences that fellow players will resonate with. We can’t wait to connect with our new ka-tropas—the vibrant Filipino gaming community—and create amazing work with Riot.”

The scope of work will concentrate on amplifying Teamfight Tactics’ presence and player base in the Philippines through targeted social media strategies and creative campaign development.

The eight-person strategy game had previously seen a surge in popularity due to its engaging gameplay and regular updates. It launched in Southeast Asia late last year in collaboration with GOODSTUPH through a Hyper Roll Karaoke challenge, which saw gaming creators battling on Teamfight Tactics while singing to songs in a moving vehicle.

In a statement at the time, GOODSTUPH said it chose to focus on the “raw” feel of the campaign over polished productions to appeal to audience preference for authenticity. Creators featured in the campaign included Buunja from the Philippines and Elestialhd from Indonesia.

TFT is a strategy game for players who enjoy spontaneity and strategic depth that allows for seamless cross-play between mobile and PC. It is one of the titles of renowned player-focused game company Riot Games, which has also produced titles such as League of Legends and Valorant.

Closer to home, Team Singapore also recently picked MullenLowe and GOODSTUPH to handle its creative campaign at the Paris 2024 Olympic and Paralympic Games with Mullenlowe and GOODSTUPH collaborating on the social media remit of the scope.

MullenLowe will spearhead the overall campaign initiative, aiming to unite the nation behind Team Singapore with compelling narratives and visuals.

GOODSTUPH on the other hand will channel the vibrant energy and enthusiasm of the Gen Z audience on TikTok, creating captivating content that not only engages but also mobilises this dynamic demographic to passionately support our athletes, said Eugenia Tan, managing director of GOODSTUPH.

Photo courtesy of Walther Sorg

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