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MAKING A SHOOTING GAME'S BIRTHDAY A BLAST. LITERALLY.
In just a year, VALORANT redefined the first-person shooter genre and became one of the most popular competitive games in South East Asia.
For our 1st birthday, we wanted to reward our players while keeping that competitive style of play that they’ve come to love. So we turned the high-stakes game mode, Spike Rush, into an interactive live experience called Birthday Rush.
We got VALORANT players to livestream to their community — this resulted in over 265,965 fans scanning and shooting bots for exclusive swag and merch while working together to detonate a real birthday cake shaped like a Spike.
Every birthday needs cake, so we baked ours with ingredients native to South East Asia. Then we modelled the birthday cake after VALORANT's in-game bomb.
In just 15 minutes 229,452 birthday bots were shot and our players made history with VALORANT’s first-ever real-time community challenge, Birthday Rush.