THINK LIKE
A CHAMP —
Newcomers were bailing on Wild Rift before giving it a real chance. The biggest drag wasn’t the game—it was the community climate: bullying and toxic callouts from advanced players left newbies with no time (or space) to learn. Many assumed they’d never match the leaderboard gods and felt too embarrassed to try. For Riot LATAM, we flipped the story. Think Like a Champ reframed “try-hard” from cringe to courage, making confidence, and curiosity the mark of a champion.
We built a proof-first program the community could feel: a hero film with 60/30/15 cutdowns, creator handoffs that modeled positive play, and challenge prompts that turned watching into learning and learning into winning. The platform gave first-timers a safer on-ramp, shifted the tone in feeds and chat toward coaching over flaming, and turned “think like a champ” from a tagline into a habit—so more new players stayed, improved, and stuck around.
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