Abstract

This paper analyzes Riot Games through a comprehensive lens, providing a brand overview, SWOT analysis, and an evaluation of its targeting and pricing strategies alongside its brand personality. Riot Games, founded in 2006, has achieved global success with flagship products like League of Legends (LOL), which continues to thrive in the gaming industry. With a diverse product portfolio and a strong presence in esports, Riot enjoys substantial brand equity and a massive customer base, supported by a high-margin business model that offers free games and monetizes through add-ons.