Riot Games' partnership with the company dates back to last year's Challenger Series

Aug 19, 2014 06:23 GMT  ·  By

As part of the latest marketing sting for Coca Cola, Coke bottles are emblazoned with a random name depending on whatever country you're in, based on the slight chance that you might actually know someone bearing that name and could poke fun their way.

In Korea, however, things are on a completely different level, and Coke bottles are bit more colorful, and require that you know the preferences of your friends in various online games such as Riot Games' League of Legends.

Riot Games President Marc Merrill has revealed a range of Coca Cola bottles that feature some League of Legends champions, just ahead of this year's World Championships.

South Korea has a long-standing veneration of eSports, but it's still a pretty bold move from Riot Games. The developer of the most popular multiplayer online battle arena game in the world signed a sponsorship contract with Coca Cola last year, when the soft drinks giant sponsored the League of Legends Challenger Series.

The reasoning was pretty sound from Coca Cola, as League of Legends' target demographic of 17- to 30-year-old males just so happens to overlap with the company's very own, and thus the deal "eclipsed [by] several hold" any numbers they would have reached through sponsoring the Super Bowl, as the company puts it.

League of Legends Coca Cola bottles (2 Images)

League of Legends Coca Cola bottles
League of Legends Coca Cola bottles
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