Brand communication with transmedia storytelling of Riot Games: transmedia engagement, brand attitudes, and brand experience.

Abstract

This study seeks to understand how brands communicate through the application of transmedia storytelling from the message and to the receivers. While existing studies mainly aim at conceptualizing the term ‘transmedia storytelling’, this study explores the term from a game-centric narrative perspective. Using Riot Games as a case study due to its global success and popularity, this research applies a qualitative mixed-method approach of documentary research (qual) and in-depth interview (QUAL). The investigation places special emphasis on undercovering consumer attitude and experience upon engagement with brand transmedia stories. To do so, Jenkins’ (2003) concept of transmedia storytelling was adopted as indicators towards the exploration of Riot Games’ brand communication strategy.

As a result, 17 products across 6 media categories were found from documentary research, and 6 informants were selected for the in-depth interview. Upon cross examination, the findings of this study illuminate the significance of narrative application as a way brands can communicate to form stronger connections with their consumers. Such as the incorporation of mysteries and the continuous efforts in story expansion were found to promote positive consumer attitudes and experiences. Moreover, the usage of transmedia was found to support consumer engagement and community formation.

It is hoped that the results from this research can contribute to marketers’ understanding of transmedia storytelling and how components towards engagement, attitude, and experience can be more effectively designed to reach the consumers.