Savage Reign is set in the first half of the 21st century in the fictional city of South Town (the same city used in the Fatal Fury and Art of Fighting series), which has now been upgraded and renamed as Jipang City. A mysterious legendary fighter known only as King Leo has risen up from the shadows of secrecy and issued a challenge on television for the strongest of fighters to battle against him in a fighting tournament known as the Battle of the Beast God. He promises immense wealth beyond anyone's dreams and legendary fame beyond imagination. Nine fighters have come to the tournament, each with their own sole purpose and reason for battling against King Leo.