Koto and Riot Games created branding for a new League of Legends tournament brand. Source: Riot Games
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How Koto created a new brand for League of Legends tournaments in Asia Pacific

Riot Games has always had a strong identity for League of Legends in China, the U.S. and Europe. But as the game grew, it saw a need to establish a new brand and tournament structure in the rest of Asia beyond China.

And for that, it turned to Koto, a digital brand agency with an office in Sydney, Australia. Together, Riot Games and Koto worked to establish a new regional sub-league, the League of Legends Championships Pacific, known as LCP for short.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.