Esports giants Riot Games will facilitate betting endorsements for competitive teams involved in Valorant and League of Legends.
In a surprising turn of events, Riot Games, the developer behind the popular games League of Legends and Valorant, has announced a new sponsorship category that allows betting partnerships for teams participating in the League of Legends Esports (LoL Esports) and Valorant Champions Tour (VCT) in the EMEA (Europe, Middle East, and Africa) and the Americas regions. This move, which was announced by Whalen Rozelle, COO of Riot's esports division, comes after a careful study and planning process. Riot Games aims to approach betting sponsorships thoughtfully, evaluating opportunities for expansion or refinement in the future based on the initial implementation. The new sponsorship category is set to take effect from 2025, with Tier 1 LoL Esports and VCT teams in the Americas and EMEA being eligible to partner with Riot-approved betting platforms. Potential partners will undergo a rigorous vetting process to ensure they meet Riot's standards for integrity, transparency, and fan engagement. Betting operators must comply with local regulatory and licensing requirements. Riot Games has established strict certification and integrity criteria, including internal integrity programs by teams, for these partners. To maintain trust, betting ads are banned from Riot-owned broadcasts, and team jerseys must remain free of gambling logos. Riot Games will monitor the impact of betting sponsorships on the integrity of the sport and the high-quality fan experience. The company has also raised the minimum player age for the League of Legends EMEA Championship season to 18, citing the need to 'explore additional revenue opportunities.' This decision marks a shift from Riot's earlier stance against betting brands in its esports competitions. However, it has sparked controversy, with some critics labeling it unethical. Observers have suggested mandatory betting education for teams and enforcing strict bans on players and teams placing bets at any level. A few weeks ago, Riot informed partnered LoL Esports and VCT teams in Americas and EMEA about the upcoming changes. Some fans are discontented with this introduction, viewing it as another contentious move, following the introduction of 'gacha skins' in the games. Despite the controversy, Riot Games remains committed to protecting competitive integrity and the overall fan experience with the introduction of betting sponsorships. The company's own platforms, including broadcasts, social media, and jerseys, will remain free of betting-related content. This partnership is applicable to both League of Legends and Valorant Champions Tour teams in EMEA and the Americas. Riot Games plans to evaluate opportunities to expand or refine its approach in the future, depending on the initial implementation.
