Chris Roberts knows how to turn a fan base into a full-blown cultural force. As Global Head of Publishing Events at Riot Games, he’s creating experiences that feel more like love letters to the community than brand activations. In Paris, every detail of the "Arcane" pop-up was designed with care, from the layered narrative to the hands-on interactions that made fans feel like part of the story. Blending luxury retail with immersive world-building, it also generated 300% more merch revenue than expected. Meanwhile, in Los Angeles, the "Arcane" Season 2 Finale Fan Fest drew 3,000 attendees and delivered $8 million in earned media, combining gameplay, custom workshops and a finale screening that felt like a true celebration. Chris brought that same energy to Seoul for the Emmy Award-winning Valorant Champions Fan Fest, which featured live music, meet-and-greets and interactive stations that invited fans to linger, participate and connect. With each event, Chris helped make Riot’s stories feel tangible, inviting emotion, participation and connection.
