League of Legends
Continental League (LCL)
Top professional league in the CIS and part of the renowned global League of Legends competitive ecosystem
North American LCS 2014
When I joined Riot Games in 2014 as an Esports Coordinator, my dream (and an eventual goal) was to launch a Russian analogue of LCS. By that time the North American and European League of Legends Championship Series have already become established esports leagues with exceptional production and millions of fans around the world. Russia and CIS region didn't have anything like that. The local league was operated by our partner, StarLadder. It was good, but not even close to the overseas analogues.
Gradually, I started to gain my own expertise necessary to build such a complicated esports product, as professional league. Throughout 2014 and 2015 I practiced by launching and operating collegiate league called University Battle, which turned out as a success.
By 2016 we felt ready for the 'Russian LCS'. There were three esports stakeholders in the Moscow office at that time: me and my colleague Vlad Tortsov (League Operations) supported by our Country Manager, Alexey Kraynov. Collectively we came up with the naming — League of Legends Continental League (or LCL, in short). 'Continental' because it operates on the biggest territory in LoL esports ecosystem. Also, it combines two continents — Europe and Asia.
The official LCL announcement hit the Internet on 30th December, 2015
But to launch a professional esports league does not simply mean to announce it. The new league should correspond to all requirements of the League of Legends global esports ecosystem. You need to have an official rulebook, teams and players relations, promotion and relegation system, schedule, budget allocation, visual style, website and media, broadcast studio, events, staff and vendors to operate all that and many other components. The amount of work never scared me, it only motivated even harder.
Later in 2016 we were joined by three more esports hires. As time passed, we improved ourselves and polished our product. We launched several studios, organized dozens of events, broadcasted thousands of hours, landed sponsors, signed multimillion media deals. LCL team Albus NoX Luna reached top-8 on the World Championship 2016, the highest rank ever among emerging regions, still holding this record.
There were ups and downs in the LCL history, controversial decisions, strategy revisions and technical problems. But without any doubt, throughout the years it remains one of the best and most sustainable esports products created on the post-soviet space.
Logo & visual style
In 2015 we asked our audience what they would love to see on the LCL logo. Top answers were: polar bear, the cup and ice. Of course, we integrated all of these things into our coat of arms.
White bears (Volibears) represent the cold, as LCL is the most northen league in the League of Legends ecosystem. The golden cup is the main trophy that teams are striving for. The blue crystal is a piece of magical ice representing both the freezing cold and magic.
White bears (Volibears) represent the cold, as LCL is the most northen league in the League of Legends ecosystem. The golden cup is the main trophy that teams are striving for. The blue crystal is a piece of magical ice representing both the freezing cold and magic.
Visual style variations throughout the time, including the old logo version.
Infrastructure
Behind every esports league there is huge amount of infrastructure to support its operations. Especially if it's such a big league as LCL.
To run brodcasts there should be studio with all necessary technical equipment and decorations. You need qualified staff and vendors: referees, technicians, cameramen, observers, motion designers, copywriters, photographers, on-air talent and many-many others. My job was to ensure we have all this in a timely manner and aligned with budget.
To run brodcasts there should be studio with all necessary technical equipment and decorations. You need qualified staff and vendors: referees, technicians, cameramen, observers, motion designers, copywriters, photographers, on-air talent and many-many others. My job was to ensure we have all this in a timely manner and aligned with budget.
Media
Among broadcasts we created a huge amount of other content for the LCL, such as articles, graphics, photos, interviews, features, highlights and other assets. Sometimes you have to roll your sleeves and produce a video shoot or write an article yourself.
To distribute this content you need to develop, launch and maintain variuos media channels. Social networks, streaming services, own websites and media platforms etc. This was also part of my job.
To distribute this content you need to develop, launch and maintain variuos media channels. Social networks, streaming services, own websites and media platforms etc. This was also part of my job.
Events
Every spring and summer LCL season has its final event. Even when we dropped the idea of big stadiums, we did something special for the finals on the studio. Events have always been my focus and something that inspired me the most in esports.
Trophies
Cups have always been quintessential for the LCL visual style: massive, metal, shiny, covered with frost and engraved with northern runes. The first cups were rather rough. But as time passed we gained experience and cups became more and more exquisite.
At the beginning of LCL cups were unique for each season. But eventually we made it transferring (see the last photo). This is how cups evolved throughout the time:
At the beginning of LCL cups were unique for each season. But eventually we made it transferring (see the last photo). This is how cups evolved throughout the time:
Credits
Product Owner
Country Manager
Head of Esports
Esports Managers
Content Manager
Broadcast Producer
Comminity Manager
Head of Communications
Creative Services Manager
Head of Publishing
Head of Live Services
Ecommerce Manager
Digital Marketing Manager
Analyst
Live Producer
IT Managers
Player Support
Finance Manager
Talent Manager
Corporate Services Managers
Web Development Specialist
Localization Managers
Graphic Designer
Country Manager
Head of Esports
Esports Managers
Content Manager
Broadcast Producer
Comminity Manager
Head of Communications
Creative Services Manager
Head of Publishing
Head of Live Services
Ecommerce Manager
Digital Marketing Manager
Analyst
Live Producer
IT Managers
Player Support
Finance Manager
Talent Manager
Corporate Services Managers
Web Development Specialist
Localization Managers
Graphic Designer
Riot Games
Alexey Kraynov
Andrey Korshunov
Oleg Sukalkin
Vladimir Tortsov
Mikhail Zverev
Stanislav Minakov
Evgeny Urvantsev
Gevorg Akopyan
Alexey Podgoretsky
Ilya Polezhaev
Pavel Bestavashvili
Daniil Kryuchkov
Stepan Semenchuk
Andrey Kozlov
Konstantin Yolshin
Vadim Tatsenko
Pavel Razumov
Luiza Daminova
Aurora Slavina
Yulia Kuleva
Anastasia Fidelman
Elena Utkina
Yulia Telyukova
Alexander Vansach
Anton Kochergin
Andrey Tselibeev
Dmitry Selyutin
Olena Salska
Alexey Kraynov
Andrey Korshunov
Oleg Sukalkin
Vladimir Tortsov
Mikhail Zverev
Stanislav Minakov
Evgeny Urvantsev
Gevorg Akopyan
Alexey Podgoretsky
Ilya Polezhaev
Pavel Bestavashvili
Daniil Kryuchkov
Stepan Semenchuk
Andrey Kozlov
Konstantin Yolshin
Vadim Tatsenko
Pavel Razumov
Luiza Daminova
Aurora Slavina
Yulia Kuleva
Anastasia Fidelman
Elena Utkina
Yulia Telyukova
Alexander Vansach
Anton Kochergin
Andrey Tselibeev
Dmitry Selyutin
Olena Salska
See also