For an esports event attracting attendees from across the world, the experience has to begin long before the competition does. Every venue, surface and visual touchpoint needs to feel part of the same world.
That was the challenge behind Riot Games’ League of Legends event at Ahoy Arena in Rotterdam. With four venues involved, two networking lounges for team owners and a wide-ranging programme of events, dinners and after-show parties, the brief went far beyond conventional event graphics. The spaces needed to be transformed around the League of Legends experience while staying true to Riot Games’ strict brand guidelines.
ARC UK worked closely with Riot Games and its project team to bring the creative vision to life. From large-format graphics and digital signage to column wraps, bar panels, lectern branding and bespoke promotional products, every element helped make the venues feel like part of the gaming world.
| Project Detail |
Information |
| Industry | Esports & Gaming |
| Client | Riot Games |
| Location | Ahoy Arena, Rotterdam, Netherlands |
| Main Service | Event Graphics & Visual Branding |
| Project Type | Multi-Venue Esports Event |
| Graphics Produced | Column Wraps, Bar Panels, Digital Media, Motion Graphics, Lectern Branding & Seating Graphics |
| Key Challenge | Transforming multiple venues into a cohesive, immersive League of Legends experience |
| Key Outcome | Created a visually immersive event environment that exceeded the client’s expectations |
Riot Games is a global games developer and publisher best known for creating League of Legends. For this event at Ahoy Arena, Rotterdam, Netherlands, the ambition was clear: to create an environment capable of matching the energy, scale and visual expectations of an international esports audience.
Attendees travelled from countries including China, South Korea and Peru. Their active participation made this particular event memorable. The event therefore needed to feel distinctive and memorable, regardless of which venue or part of the programme attendees experienced.
Riot Games came to ARC UK with a strong creative vision. The challenge was turning that vision into a physical environment across multiple locations, while ensuring every visual element remained consistent with the League of Legends identity.
The project goal is not just putting graphics on walls. Riot Games wanted its event spaces to create a sense of immersion for an audience already accustomed to highly sophisticated digital experiences. As the project team recognised, attendees needed to feel like they’d stepped into a gaming environment- not simply arrived at an event venue.
That meant ARC UK needed to:
The scale and variety of the asset list made coordination critical. The brief included full-scale column wraps, bar area panels, digital media and motion graphics, lectern branding, seating-area graphics and bespoke promotional products.
ARC UK approached the project as a complete visual transformation rather than a collection of individual graphics.
The process began with close collaboration between the Riot Games team and ARC UK. Darren Moorhouse, ARC UK’s Head of European Sales and Project Management, travelled to Berlin for the initial meeting before arranging personal site surveys across the various venues.
This groundwork gave ARC UK a clear understanding of each location, the wider event programme and the creative ambition behind it.
From there, ARC UK’s studio and design team worked directly with Riot Games to translate the conceptual ideas into physical applications. The aim was to create an environment that could bring the virtual world of League of Legends into the real world, while maintaining the discipline required by the brand guidelines.
The project began with consultation between ARC UK and Riot Games. The creative direction, event requirements, timeline and multiple venue considerations were reviewed before production planning began.
This early collaboration ensured the graphics were developed around the overall event experience rather than as isolated applications.
ARC UK carried out in-person site surveys across the event locations. These surveys provided the measurements and technical information needed to develop accurate artwork and plan installation across the different spaces.
With four venues involved, this stage was essential to maintaining consistency while accounting for the individual characteristics of each location.
ARC UK’s Studio Manager and Head of Design, Rhys Burton, worked closely with Riot Games Event Project Manager Prinita Naidoo to develop and refine the designs.
The creative concepts were translated into a broad range of visual applications, with the designs enhanced and submitted for final approval before production.
The production scope covered large-format visual applications including full-scale column wraps, bar area panel designs, lectern branding and seating-area graphics.
ARC UK also supported the event’s digital experience with digital media and motion graphics, helping the physical and digital elements work together as one environment.
The brief extended beyond environmental graphics. ARC UK also created and supplied promotional products specifically designed for the event, adding another layer to the overall experience.
With multiple venues and a diverse asset list, installation required careful coordination. ARC UK’s project and installation teams worked together to ensure the approved designs were accurately translated into the physical spaces.
The result was a connected visual environment across the event rather than a series of disconnected branded installations.
The finished event spaces created the visual impact Riot Games was aiming for.
ARC UK’s work helped transform the venues into immersive environments that supported the wider event experience, from the main visual installations to networking spaces, hospitality areas and digital elements.
The impact was recognised directly by Riot Games. Prinita Naidoo described the collaboration as a success, noting that ARC UK understood the team’s vision and developed designs that captured the atmosphere they wanted to create. She also said the final results were breathtaking and exceeded expectations.
Delivered a multi-faceted print and visual application programme for Riot Games.
Supported the transformation of four event venues in Rotterdam.
“For me, working with ARC was awesome because they absolutely shared my vision of what my team and I wanted to create within these incredible venues. Rhys was an absolute pleasure to work with and he and his team cultivated a range of sensational designs, which completely captured the atmosphere we were trying to create. The end results were breathtaking and exceeded our expectations in every sense. We trusted our instincts when appointing ARC because we had been exposed to some of their other event work and had sought references from some of their other clients, all of whom could not speak highly enough about them. Everyone in the ARC team was friendly, empathetic and full of creative ideas which bounced off our ideas and enabled us to collectively achieve an unbelievable visualisation of our original concept.”— Prinita Naidoo, Riot Games Event Project Manager
Large-scale events rarely fit neatly into one production category. They require creative thinking, technical understanding, accurate production and reliable installation to work together.
ARC UK brings those capabilities together, helping event organisers and brands turn ambitious concepts into physical environments that people remember.
ARC UK services include:
For complex events, having one experienced partner coordinating these elements can make the difference between a collection of branded assets and a genuinely connected experience.
Riot Games began the project with a clear ambition: create an event environment that could match the energy and imagination of League of Legends. ARC UK helped turn that ambition into something physical.
Across four venues, the combination of large-format graphics, digital elements, bespoke branding and promotional products created an environment designed to immerse attendees in the world of the event.
The result was more than event branding. It was a carefully coordinated visual experience that translated a digital gaming universe into the physical world.
Planning an Immersive Event Experience?
Whether you’re delivering an esports tournament, corporate event, exhibition or multi-venue experience, ARC UK can bring together the design, production and installation expertise needed to turn your creative vision into a memorable physical environment.
