Riot Games, publisher of League of Legends and the most player-focused video game developer, lights up Dubai’s OOH scene for the first time with cutting edge and dynamic billboards showcasing the new and awaited Arcane Netflix series. \r\nThe “Every Legend” campaign has been heavily dispersed all over Dubai streets in order to promote the League of Legends based TV series that has been on and off filming for the past few years and has finally been released on the 6th of November. \r\nThe billboards feature a pronounced visual of the game’s most well-known figures and the show’s main characters including VI, JINX, JAYCE and MEL. The show name 'ARCANE' is presented in the ad copy in gold font typical to the video game logo, along with the red Netflix logo to inform the audience of where they can stream the show. Lastly, the phrase `Every legend has a beginning’ is evident in order to give the audience and true League of Legends fans a sneak peek into the show plot, which revolves around the universal balance between the city of Piltover and Zaun. \r\nThe limited campaign landed on digital screens on Dubai billboards during the second week of December.