Riot Games has recently allowed gambling companies to sponsor esports teams competing in League of Legends and Valorant across various regions, marking a significant evolution in its esports strategy since 2023. This move comes amid substantial wagering volumes and efforts to recalibrate advertising standards in the industry.
Riot’s integration of gambling sponsorships represents a strategic pivot, reflecting the industry’s increasing alignment with regulated betting markets. Insights from Denmark’s esports scene highlight regional betting dynamics that influence these changes.
To balance commercial interests with fan experience, Riot bans betting ads on broadcasts, social media, and team apparel. This aligns with broader transparency efforts in an industry where $10.7 billion was wagered on esports, such as League of Legends and Valorant, last year, primarily through unregulated channels. Fans seeking broader context can explore Rocket League tournaments and related regulatory impacts.
Sponsorship and advertising shifts also mirror global esports betting trends. Markets like Malaysia show similar patterns, as detailed in Malaysia esports betting trends. Expanding esports game genres influence both sponsorship and betting. Rising platforms, such as Singapore's gaming scene and evolving scenes in Hong Kong, highlighted in Hong Kong esports gambling trends, further illustrate regional diversity. For fans of traditional esports, FIFA esports betting platforms remain popular as the global esports betting market continues to grow.
