Since 2024, Open World has partnered with Riot’s music team to embed behavioral intelligence into music strategy across League of Legends and VALORANT. Together, we’ve built a scalable measurement framework that informs artist selection based on demonstrated audience alignment and then quantifies the downstream behavioral impact of each collaboration on player acquisition, lapsed player re-engagement, session depth, and retention.
Powered by PlayDX, our proprietary behavioral dataset capturing gaming and music behaviors at scale, this system enables Riot to ground partnership decisions in observed player affinity and segment responsiveness. Using this framework, we've measured the impact of several high-profile collaborations including the 2024 League of Legends Worlds Anthem, Heavy Is The Crown by Linkin Park. The music video surpassed 10M views within 24 hours and trended #1 on YouTube, while the track reached #1 on Apple Music and topped the Billboard Rock & Alternative Airplay chart.
The work has evolved into a durable strategic asset, revealing which artist archetypes resonate most strongly with different player segments and how music integrations can deepen loyalty while delivering measurable, two-way value for both the game ecosystem and its partners.
