VALORANT and League of Legends developer Riot Games is set to change the esports landscape starting in 2025. The company will officially allow its partnered esports teams to secure LoL betting sponsorship deals with betting companies. This decision, which represents a major policy shift, opens the door for esports organizations to explore new revenue opportunities in an industry constantly evolving.
Riot Games' COO of Esports, Whalen Rozelle, shared the announcement with partnered League of Legends esports and VALORANT Champions Tour (VCT) teams in the Americas and EMEA regions just a few weeks ago. The announcement was made public after esports personality MonteCristo hinted at the decision, later confirmed by Rozelle himself.
This decision represents a departure from Riot’s previous stance. Historically, Riot Games has firmly opposed any involvement of betting brands in its esports system. Until now, esports teams affiliated with League of Legends and VALORANT were prohibited from partnering with esports betting companies. Riot’s broadcasts, jerseys, and social media channels remained entirely betting-free.
Starting in 2025, this will no longer be the case. Partnered teams competing in leagues such as the League of Legends EMEA Championship (LEC), Latin America (LTA), VCT Americas, and VCT EMEA will be permitted to collaborate with betting sponsors.
However, there are important caveats to this change. Riot Games has emphasized that betting brands will not be featured on official Riot broadcasts. Similarly, betting sponsorships cannot be promoted on jerseys or team apparel during events that Riot organizes.
Rozelle explained that Riot’s decision was “not made lightly.” The company engaged in careful planning and conducted extensive studies before reaching this conclusion. As Rozelle put it, the change is “a result of careful planning and study to settle on a move that will unlock new revenue opportunities for teams.”
The esports industry has grown exponentially over the past decade, but sustainability has remained a challenge for many teams and organizations. Partnering with betting sponsors offers teams a valuable revenue stream to support their operations and maintain competitive rosters.
Rozelle also noted that Riot Games will continue to ensure the integrity and reputation of its esports ecosystem. Any betting sponsors looking to collaborate with teams must meet strict local regulatory and licensing requirements. Additionally, Riot has set its own high standards regarding the content and promotion of such sponsorships.
While this policy opens the door to new financial opportunities, Riot Games has introduced strict rules to maintain a balance between revenue generation and audience experience. Key rules include:
Rozelle further emphasized that this policy will be closely monitored and evaluated. Depending on the success and challenges faced during the initial implementation phase, Riot may refine or expand the policy in the future.
The esports community has reacted to this development with mixed opinions. For many teams struggling to generate stable revenue streams, this policy shift is a welcome opportunity. However, not all organizations are on board with the idea of partnering with betting brands.
Adam Adamou, the CEO of OverActive Media, has already stated that Movistar KOI will not pursue betting partnerships, citing their values and priorities as a company. Other teams and executives are expected to weigh in on the decision in the coming months.
Interestingly, Riot Games has been implementing other measures aimed at increasing revenue opportunities for teams. For example, in the 2024 LEC season, the minimum player age was raised from 17 to 18. This change allows teams to explore additional revenue streams that involve players aged 18 and above.
The inclusion of betting sponsorships represents a big shift in the esports business. Betting has long been a component of traditional sports, allowing clubs and leagues to form profitable agreements. Riot now allows its teams to deal with betting organizations, bringing esports closer to adopting similar income sources.
However, the decision also raises questions about the ethics and risks associated with betting in esports. The industry must balance the financial benefits of betting sponsorships with the need to promote responsible gambling and protect younger audiences. Riot’s decision to exclude betting brands from its broadcasts and apparel demonstrates a cautious approach to navigating these challenges.
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