VALORANT Premier
Premier is VALORANT’s unique team-based competitive system that connects the game and the esport as one greater whole. In the future, Premier will be the path into the VALORANT Champions Tour (VCT) Challenger leagues (think minor leagues) and, ultimately, a way into the Championship league (the highest professional level of play).
Colloquially, it’s known as “the path to pro.”
As part of our effort to establish a family of brands, the Premier brand was designed to bridge the gap between VALORANT and the VCT. More importantly, Premier was crafted to embody a sense of prestige and premium quality, underscoring its future value to the community of players and the esport ecosystem.
The Premier Beta Announcement was the first marquee video asset for Premier. It debuted on the global stage as part of the start of the VALORANT professional competitive season at the VALORANT Champions Tour (VCT) 2023: LOCK//IN in São Paulo. Following the reveal at LOCK//IN 28MM players joined Premier.
“IT’S FIVE FRIENDS WITH A DREAM, PLAYING FROM THEIR BEDROOMS ALL THE WAY UP TO THE BIGGEST STAGE IN VALORANT.”
The Pivot
“Path to pro” is an ambitious aspiration. It’s the ultimate goal for some players, and, during the Premier beta test, we were thrilled to see many of them join Premier to experience a fresh approach to playing VALORANT. However, we also noticed that some players who weren’t competing at the higher levels of ranked play felt discouraged by the ‘path to pro’ messaging. They felt they weren’t good enough.
So, we pivoted our messaging for the worldwide launch of Premier. We emphasized that Premier was for everyone, regardless of skill level. We went uptempo and incorporated more moments of actual Premier play from real players, both the hype clutches and the extreme whiffs. We wanted players to understand that despite your skill level, Premier could be whatever you made it.
SNAP//SHOT
With Premier’s rollout, we equipped players with SNAP//SHOT. This cutting-edge platform seamlessly integrates players’ stats into promotional videos and social media content, enabling premium self-promotion across various digital platforms. This initiative is focused on creating visibility, facilitating team-building, and celebrating individual achievements within the VALORANT community.
The team at Riot:
Glenn Gutierrez / Chase Madrid / Cory Schmitz / Danny Stolzman / Brandon Meier / Nathan Hower / Laura Dambuleff / Vin Rella / Jonny Altepeter / Sebastian Jacob / Ke Su / Anas Al Hakim
creative partners:
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