The Commercialization Framework and Marketing Strategies of League of Legends

Abstract

Esports has experienced explosive growth amidst the global wave of digitalization. League of Legends (LoL), as a key player within the esports industry, has significant implications for the industry as a whole, with its business model and marketing strategies. This study employs a case study approach, focusing on the operational practices of Riot Games and employing a SWOT framework to conduct a systematic analysis from four perspectives: strengths, weaknesses, opportunities, and threats. The study finds that LoL's core strengths lie in its comprehensive tournament system, strong community culture, and cross-sector marketing. However, its weaknesses include player behavior issues, the erosion of fairness caused by cheating and cheating, and its heavy reliance on a single vendor. Externally, LoL presents opportunities for cross-industry collaboration and city-wide tournament strategies but also faces challenges such as competition from emerging games and diverging social perceptions. The academic significance of this study lies in supplementing theoretical research on esports commercialization, while its practical significance lies in providing insights into the marketing and sustainable development of esports events.