How brands like Louis Vuitton win over gamers with in-game advertising

In-game advertising is on trend: how Louis Vuitton conquered the gaming world with League of Legends

In 2019, Louis Vuitton swapped the catwalk for the virtual battlefield of League of Legends. What at first seemed like a surprising partnership quickly became a prime example of how brands can conquer the digital world through in-game advertising, including tapping into a new audience. Who’s next?

A legendary in-game advertising campaign

Louis Vuitton – needs no introduction, signed an exclusive partnership in 2019 with the hugely popular game League of Legends for its annual World Championship. And they went all in:

• Unique in-game skins: Louis Vuitton’s creative director designed high fashion skins for League of Legends characters. Players could buy these outfits in-game.

• A custom-designed trophy case: just like in the FIFA World Cup, Louis Vuitton created a luxury case for the Summoner’s Cup.

• A capsule collection in collaboration with Riot Games: beyond their digital presence, Louis Vuitton also released a physical collection inspired by the League of Legends universe. Sneakers, bags, dresses and accessories that appealed to both gamers and fashion lovers alike.

• Linked marketing campaign on social media and in-store: through an omnichannel campaign, both online and in Louis Vuitton boutiques worldwide, the collaboration was given a spotlight with displays, screens and interactive content.

The gateway to Gen Z and millennials

Louis Vuitton placed itself on the radar of a young, digital-savvy audience that’s hard to reach through traditional media. The partnership delivered not just visibility but also engagement. The skins sold well, the collaboration received global media attention, and the collection was worn by influencers from both worlds. With this move, Louis Vuitton stepped effortlessly into the world of Gen Z and young millennials.

In-game advertising is a gamechanger

If done right. Not with banners or pop-ups, but with content that fits seamlessly into the flow of gameplay, such as skins, challenges or branded events. Think of in-game advertising as co-creation. Louis Vuitton involved their creative director in working directly with game developers. Want to reach the next generation as a brand? Make sure you have a presence on Twitch, Discord, esports tournaments and mobile games. That’s where the real opportunities lie.

Ready to take your brand to the next level?

Louis Vuitton’s League of Legends campaign proves that gaming isn’t just mainstream, it’s the perfect canvas to showcase your brand. At No Noob, we’ll help you craft a strategy that works, creative formats that hit the mark, and a tone that truly connects with gamers. Let’s play!