Riot Games, the powerhouse behind the popular titles League of Legends and Valorant, has taken a significant step in the evolution of its esports landscape by permitting betting companies to sponsor its events. This decision, articulated by John Needham, the president of publishing and esports, aims to foster a more sustainable environment for professional gaming.
Engaging with the Betting Landscape
In a recent blog post, Needham emphasized that the integration of betting sponsorships is a response to the reality of the esports ecosystem, where betting activities are already prevalent, albeit largely unregulated. He noted that by engaging with betting companies, Riot can better manage the risks associated with this burgeoning market.
Needham reassured fans and stakeholders that Riot is implementing what he refers to as “guardrails” to ensure the integrity of the sport. This includes a thorough vetting process for potential sponsors and conducting integrity checks for teams involved. “We know sports betting isn’t for everyone, and that some fans have strong feelings about it, and we respect that,” he stated. “However, the reality is that betting activity already exists around our sports and will continue whether we engage with it or not.”
Historically, Riot has maintained a cautious stance towards betting sponsorships, but the demand from teams for a reevaluation of this policy has prompted a change. After extensive analysis, the company has decided to open this category to create additional revenue opportunities for teams.
The Growing Esports Betting Market
The esports betting market is witnessing remarkable growth, with more fans participating each year. According to data from Sportradar, the total betting turnover globally for League of Legends Esports and Valorant Champions Tour (VCT) reached an impressive .7 billion in 2024. However, a significant challenge persists: approximately 70 percent of bets across all sports are placed in unregulated markets, often with unlicensed bookmakers.
Needham concluded by reinforcing the importance of proactive engagement with betting sponsorships. “We believe it’s better to engage in allowing betting sponsorships — thoughtfully, carefully, and with the right protections — than to sit on the sidelines while risks to fans and integrity go unchecked,” he remarked, signaling a new chapter in Riot’s approach to esports sponsorships.
