KFC: Colonel KI’s Collector Cards

“In 2021, due to COVID-19, the world’s top eSport tournament, League of Legends World Championship, was relocated from China to Iceland just one month prior to its start. Millions of Chinese fans’ interaction with the tournament and each other was suddenly limited to online interaction only.

Besides creating major marketing setbacks, such as time difference and withdrawal of public resources, the move also pitched fans of the four participating Chinese clubs against each other, creating further challenges for KFC to appeal to a united eSports audience.

To encourage fans to rally behind a united front at Worlds 2021, KFC needed to find a creative solution. Tapping into the nostalgia of millennial and Generation Z players, who remember traditional collector cards from early childhood, KFC partnered with four of China’s most acclaimed eSports clubs to release Colonel KI Collector Cards, the very first eSports and LoL collector cards in existence.”