Riot CEO Nicolo Laurent refers to it all as “this ridiculously cool, integrated experience,” something he says the company is doing first and foremost for “the players.” The whole event will then roll into a red-carpet premiere for Arcane at the Riot campus in Santa Monica, California, which will stream live on Twitch. The launch of Arcane also coincides with Riot League World Finals-the Super Bowl of its esports tournament-and the opening show that kicks off that event on Saturday (which is, yes, inspired by Arcane), featuring musical performances by Imagine Dragons (who are behind the show’s theme song), Bea Miller, and JID.

There is also a website, RiotXArcane, where anyone with a Riot game account can log in and, not only get a taste of Arcane, but earn rewards for the games they play. In the case of Arcane, which is finally launching after a stop-and-start production that has gone on for several years, costumes and thematics from the show have been introduced not just to League of Legends but also to sibling titles like Teamfight Tactics, League of Legends: Wild Rift, and Valorant, a first-person shooter game that was introduced last year. Or, more precisely interweave into its games the kind of clever references, interactive experiences, and rewards (in-game collectibles, new skins)-all of which are related to Arcane-that get players very, very excited.

This mega-awareness won’t be so much the result of billboards and TV spots and social media posts about the show-though there have been those, too-rather, is what happens when a gaming company, in this case Riot Games, is able to tap into its ginormous, in-platform ecosystem, and shout from the rooftops.

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