League of Legends, Valorant, esports, sports betting, Riot Games, sponsorships”>
NEW YORK, June 29, 2025
Betting on the Game
Riot Games will now allow sports betting sponsorships for esports.
- Riot Games will permit sports betting sponsorships in North America and EMEA.
- Professional teams have been requesting this change for years.
- riot Games will vet potential betting partners.
- A portion of the revenue will support the Tier 2 competition scene.
- No advertising for betting providers will appear on Riot Games’ channels.
Get ready for a new era in esports. What’s changing? Riot Games is opening the door for sports betting sponsorships in League of Legends and Valorant, hoping to boost revenue for teams and bring oversight to existing betting activities.
A Long-Awaited Decision
John Needham, head of publishing and Esports at Riot Games, addressed the decision in a statement.He noted that professional teams have been requesting this change “for years.” Now, gambling companies can sponsor teams in America and the EMEA (Europe, Middle East, and Africa) region.
Needham acknowledged potential concerns, stating, “We know that sports betting is not for everyone and that some fans have a strong opinion, and we respect it. However, reality looks like that there are already betting activities around our sport and that they will continue to exist, regardless of whether we participate or not.”
Did you know? League of Legends, a multiplayer online battle arena (MOBA) game, was released on October 27, 2009.
Why Now?
Needham explained the shift in policy: “In the past, this was a restricted sponsoring category, and riot has not maintained any cooperation with betting providers. The teams asked us to rethink our attitude, and after years of analyzing to ensure that we make the right decision, we have come to the conclusion that it is indeed time to open this category to create more sources of income for the teams.”
Bringing Oversight to Existing Betting
The reality is that betting on League of Legends and Valorant already exists, generating billions in total sales. Needham pointed out that around 70 percent of all sports betting on League of Legends esports occurs on unregulated websites with unlicensed betting providers. The goal is to bring thes activities under supervision.
Safeguards and Investments
Riot Games plans to carefully vet all betting partners. Moreover, a portion of the revenue generated from these sponsorships will be used to support the Tier 2 competition scene. Importantly, Needham assured that there will be no advertising for these betting providers on Riot Games’ official channels.
The Impact on Teams and the Esports Ecosystem
The decision to allow sports betting sponsorships marks a important shift in how League of Legends and Valorant esports teams can generate revenue. The move is primarily motivated by the desire to provide teams with more financial stability. These additional funds can be used to improve player salaries,invest in better training facilities,and ultimately,elevate the overall quality of competition,as John Needham mentioned.
The increased revenue won’t just benefit the top-tier teams. Riot games’ commitment to allocate a portion of the sponsorship revenue to the Tier 2 scene is crucial. This provides a much-needed financial boost for aspiring players and smaller organizations, fostering a more robust and sustainable esports ecosystem.
how will this impact teams directly? teams can now secure new sponsorships and potentially increase their overall operating budgets. This move also has indirect benefits, such as increasing the perceived value of esports organizations, attracting further investment from venture capitalists and other sources- ultimately boosting professional players’ job security.
Though, this change isn’t without its challenges. The vetting process for betting partners is critical. Riot Games must ensure that all sponsors are reputable and operate legally. This will help keep the sport safe from illegal activities. A crucial aspect of the vetting is to ensure that the betting partners align with Riot’s values and don’t engage in predatory practices.
Will this help bring more oversight to the issue? Yes, because the goal here is to bring the financial aspects of esports betting under legal, professional parameters; this ultimately protects players and the integrity of the games.
According to recent industry reports, the esports betting market is expected to reach billions of dollars in the next few years. Allowing licensed betting partners is a strategic move, allowing Riot Games to capitalize on this growth. This will help them keep up with the demand.
What’s Next?
Riot Games’ decision to embrace sports betting sponsorships is just the beginning. The ongoing discussions surrounding the integration of betting into esports will certainly evolve. One area to watch will be the advancement of responsible gambling initiatives. These kinds of initiatives will likely include player education and resources for fans to ensure that betting remains a safe and enjoyable activity.
Ultimately, this shift reflects the evolution of esports as a mainstream form of entertainment and competition. The long-term success of this partnership depends on Riot Games’ ability to balance the financial benefits with the need to protect the integrity of competitive play and safeguard its community. It will be vital to see the outcomes of this partnership and if it influences other esports industries!
Consider these points:
- Will there be other regions that get betting sponsorships allowed?
- Will other esports adopt the same model?
- How will Riot Games manage the potential risks associated with problem gambling?
The move toward sports betting sponsorships reflects the growing maturity and commercial viability of League of Legends and Valorant esports. How will this affect the viewing experience? While advertisements from betting providers won’t appear on Riot Games’ official channels. This change opens new avenues for revenue and also presents new challenges that will shape the future of competitive gaming.
Why is this change significant? This represents the formal acceptance of betting as part of the ecosystem and an acknowledgment of its current place. Further, it creates financial opportunities for teams and will contribute to the growth of esports.
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