
Riot Games VALORANT serves Gen Z
A Gen Z Christmas Advent Calendar for VALORANT
Communications

Riot Games VALORANT serves Gen Z
Communications
VALORANT's player base spans multiple age groups but skews heavily toward Gen Z. For the Christmas season, Riot Games wanted an advent calendar built specifically for that audience — in editorial content, visual design, and language alike. A second goal was to deepen the connection between German VALORANT players and Killjoy, the German VALORANT agent, through strong storytelling built around her character, along with giveaways and other content.
After researching the visual style Gen Z audiences respond to, and drawing on our day-to-day community management experience with VALORANT, we developed an advent calendar built around that insight. To keep maximum flexibility in our asset design, we used 3D models to create visuals that matched the tone of each post while still feeling fresh and original.
The calendar ran across VALORANT GSA's social channels: Instagram, Twitter, and Facebook. On Instagram alone, it generated an additional 600,000 in reach, doubling the channel's total reach compared to a regular month. Overall engagement increased by 40%, alongside 8% follower growth.
Not only think like Gen Z – be Gen Z! We're proud that the new look we gave VALORANT resonated with Gen Z, as we adapted asset design and phrasing to their current zeitgeist. The outcome: overwhelmingly positive feedback from the community, and a lot of fun for our team.