CASE STUDY / 022024 / PRIOR RIOT GAMES EXPERIENCE

XG

UNDEFEATED

START WITH THE SONG, THEN CAST.VALORANT / VCT PACIFIC
OFFICIAL MUSIC VIDEO
XG in UNDEFEATEDWATCH OFFICIAL VIDEO ↗
[ONE PARTNERSHIP / MULTIPLE SURFACES]

The project moved beyond a single release into a broader music, game and live-event world.

02
THE ARTIST PERFORMANCEOfficial performance video published by XG after the original release.WATCH ↗
03
THE LIVE EXTENSIONOfficial VCT Pacific 2024 opening ceremony performance.WATCH ↗
[THE CONTEXT]

VCT Pacific needed music that could express the league's competitive identity while deepening relevance with fans in Japan and Korea. The song, artist and regional audience had to fit one another.

[ROLE MAP]
  1. 01GLOBAL BRIEF
  2. 02 / ERIC'S LANEAPAC music strategy
  3. 03WIDER TEAM DELIVERY
  4. 04PUBLIC RELEASE
[THE STRATEGIC CHOICE]

FIT BEFORE
FAME.

Start with the job the song needs to perform, then select the artist. UNDEFEATED carried a message of fearlessly pursuing victory. XG brought the confidence, sound and cross-market relevance required to make that message credible.

[ATTRIBUTABLE CONTRIBUTION]

Eric's contribution sat inside a larger team. The role is stated precisely so the work can be understood without inflating ownership.

  1. 01APAC music strategy
  2. 02Artist partnership
  3. 03Song-to-artist fit
  4. 04Contribution within the VCT Pacific program
[PUBLICLY OBSERVABLE OUTCOME]

UNDEFEATED launched worldwide on 12 April 2024 with an animated official music video for VCT Pacific. XG's first gaming collaboration became a global DSP release and an official VCT Pacific visual world. After Eric's Riot tenure, the partnership later expanded into a live esports performance and an official XG performance video.

YouTube ↗Spotify ↗Eric's project account ↗Official VCT announcement ↗
46M+Spotify streams
5M+Official music-video views
13M+Artist performance-video views
Public platform counts for the exact featured master and official video, audited 14 September 2026 and rounded down.
[YOUR BRIEF]

NEED THE RIGHT
FIT TO MOVE?

Discuss a live brief ↗View all selected work