Good Game to Great Company

Jin Oh is the former President of Worldwide Publishing at Riot Games, leading esports, marketing, international offices, global publishing, customer service, localization, and martech. He was also part of the company’s executive team, developing and leading the company strategy and key initiatives. Before becoming President, Jin was the Managing Director of International responsible for Riot Games’ international expansion, local offices, and regional publishing. He started as the Country Manager of Korea, building the company’s presence and launching League of Legends in the region.

Jin was also the CEO of Garena (Sea Group) based in Singapore, responsible for game development, self-publishing, third-party publishing, and the P&L of the company. Before Riot Games, Jin was the Managing Director of Korea and Managing Director of Southeast Asia at Blizzard Entertainment. Jin helped launch some of the biggest entertainment titles, including League of Legends, Valorant, Free Fire, World of Warcraft, and Starcraft.

Jin has a global background, having lived in Korea, Singapore, the Philippines, and the United States. During his early years, he attended international schools where over 50 nationalities were represented. His global background translated to his global career, leading Riot Games’ approximately 20 international offices and international publishing.

Jin is currently preparing for his entrepreneurial adventure. While in stealth mode, he has been conducting advisory projects for venture capital and video game companies. In the last decade, Jin has led teams of up to 2,000 people. He can provide high-level counsel and strategic advice on a wide array of topics, including but not limited to: video games trends in development and publishing, Esports trends and future, video game publishing, video game marketing, International markets, leading a video game company – leadership and management counsel, and video game strategy. If you would like to contact him for his consulting and advisory services, please leave a message with your contact details here.

Jin has also been spending his time writing articles about his experiences in the video game industry, which can be viewed here.

Jin currently resides in Los Angeles with his wife and two kids though the family will soon move back to South Korea to be closer to family. He enjoys working out, playing video games, and reading a good book during his spare time.

From Launch to Meme: How a Korean Music Video from Riot Games Gathered Explosive Fandom

Sep 9, 2021
min read

Riot is known for making games, but its music and videos often surprise us by garnering explosive fandom, too

Wehave made a lot of music videos at Riot Games; players joke that we’re really a music company that occasionally makes games. And while we’re always proud of how they come out, sometimes, these things take on a life of their own.

For the launch of the third set of new characters, gameplay mechanics, and content for our strategy game Teamfight Tactics (TFT), Riot’s team in Korea decided to reach out to Mushvenom, a rapper climbing up the charts after appearing in the country’s biggest hip-hop competition show. One of the key musical hooks in the song he made for us is the nonsense expression dududunga (ㄷㄷㄷㅈ) — really, just a fun sound, not a word.

It turned out to be a lot more fun than we ever expected because it lit the community on fire. The phrase spread across Korea, becoming a kind of signature of their passion for TFT. Here are a few examples:

  • The TikTok community went wild with it, including this gem.
  • One player took the video and cut a 10-hour long loop of it; the YouTube video managed to rack up over 230,000 views.
  • And for those moments when you just need a dududunga, the internet provided a push-button solution.

Best of all, when the song played during a major esports event in Korea, the phrase became a rallying cry — across teams. No matter who a fan might be rooting for, they were shouting this phrase in chat. Fierce rivals were actually doing something together; the joke became that Mushvenom ought to get a Nobel Peace Prize!

Riot Games strives for cultural relevance, not merely recognition.

Watching a song become a meme become a sensation has been a fantastic validation for us that we’re on the right track. And this is not a one-off endeavor for us; the Korea team makes sure that each campaign reflects each game’s unique elements to continuously communicate and engage with players (like their new collaborations with Mushvenom). The secret is in our local teams, who know their communities inside and out. It also takes a little bit of magic and, if I may say so, a little bit of dududunga.

Get GG2GC Updates right in your inbox.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Read Other Posts