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Enabling fans to become a League of Legends champion
Mastercard — Financial Services
Types: Interactive screen, AR
At the 2018 League of Legends World Championship in South Korea, Mastercard sought to give fans a memorable, interactive moment. Working with Frukt, we built an AR magic mirror kiosk that let attendees see themselves as their favourite Legend avatars. Users struck poses, generated shareable GIFs and immersed themselves in a branded experience that blended fun, fandom and technology.
The challenge
Mastercard’s goal was to elevate fan engagement at a major esports event by offering something immersive and shareable. Working in the fast-paced environment of the World Championship finals, the experience needed to feel polished, be easy to use, and scale for high volumes of attendees. There was no margin for lag or error – the AR mirror had to deliver accurate facial mapping, high-resolution visuals, reliable avatar selection and instant output in shareable formats. All this while fitting into an event footprint and aligning with Mastercard and League of Legends branding.
The process
We combined large touchscreens, Kinect technology and 4K cameras to capture users’ faces and map them onto digital avatars of their choice. Participants could adopt a series of poses which were captured and rendered into a branded GIF. We developed 10 Legend characters in total, and built kiosks with magic mirror hardware for the event’s HQ. The mirror experience included watermarking for branding and ease of social sharing. Every element – from avatar artwork to pose selection to performance under high foot traffic – was tested and optimised to ensure seamless use during the live event.
The outcome
The AR magic mirror at League of Legends was a hit. Fans loved stepping into the shoes of their heroes, striking poses, and instantly sharing GIFs of the experience. The mirrors drew crowds at the finals HQ, boosting engagement, dwell time and social activity around Mastercard’s presence. Plans were made to replicate the setup at future League of Legends events globally. By merging AR, avatar customisation and event branding, we delivered a memorable activation that leveraged tech for emotional connection – reinforcing Mastercard’s role as a brand that doesn’t just sponsor, but interacts.
Please note this project was completed by members of our team for We Are Immersive Ltd (WAI). The case-study here is produced with permission from the WAI board.
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