Riot Games Opens Betting Sponsorships for LoL and Valorant Teams

Riot Games has lifted its long-standing ban on sports betting sponsorships for Tier 1 League of Legends Esports and Valorant Champions Tour teams in the EMEA and Americas regions. The policy shift, announced by Riot's President of Publishing and Esports, John Needham, introduces strict vetting processes and integrity safeguards to mitigate risks in the rapidly expanding esports betting sector. This move addresses team demands for diversified revenue streams while channeling a portion of proceeds back into lower-tier competitions, potentially stabilizing the global esports economy amid betting turnover exceeding $10.7 billion on Riot titles in 2024.

Key Takeaways

• Operators must use official GRID data feeds and pass Riot's approval to partner with teams, ensuring accurate odds and reduced manipulation risks.
• Teams implement Internal Integrity Programs, including player education on responsible betting, to protect young audiences and competitive fairness.
• Revenues from approved sponsorships will enhance Tier 2 prize pools and tournaments, promoting grassroots growth in regions such as Europe and Latin America.

Riot Games' decision marks a pivotal evolution in esports betting dynamics, striking a balance between commercial opportunities and robust protections against integrity threats. For years, publishers like Riot maintained prohibitions on gambling affiliations to prioritize competitive purity, a stance echoed across the industry following high-profile match-fixing scandals investigated by bodies such as the Esports Integrity Commission (ESIC). Needham emphasized that 70% of global bets on Riot esports take place in unregulated markets, exposing fans to unlicensed operators and increasing their vulnerability to fraud. By formalizing partnerships, Riot aims to redirect activity toward licensed entities in jurisdictions such as the UK, Germany, and Brazil, where esports betting falls under established frameworks, including the UK Gambling Commission's oversight and Brazil's nascent 'Bets' regulations, which take effect from January 2025.

The implications extend beyond sponsorships. Betting integration could enhance fan engagement through innovative markets—such as in-play wagers on map outcomes or player kills—driving higher viewership on platforms like Twitch and YouTube. In EMEA, where esports betting volumes have surged 25% year-over-year, according to industry data, this opens doors for operators like Bet365 and Pinnacle to deepen their ties with teams such as G2 Esports or Fnatic. However, challenges persist: regulators in markets such as Australia and Canada require enhanced age verification and anti-addiction tools. At the same time, ESIC's monitoring protocols will likely see increased adoption to flag suspicious patterns. For bettors, the shift promises more transparent odds derived from verified data, reducing discrepancies that erode trust.

Industry-wide, this policy influences peers like Valve and Blizzard, potentially accelerating a trend toward regulated betting ecosystems. As esports betting revenue projections climb toward $3 billion globally by 2026, Riot's model—emphasizing revenue reinvestment and compliance—offers a blueprint for sustainable growth. Tournament organizers benefit from expanded funding, enabling larger events like the World Championship, while operators gain access to premium sponsorship inventory without compromising on ethical standards. Ultimately, this development reinforces esports' maturation as a betting vertical, prioritizing integrity to unlock long-term value for stakeholders across Europe, Asia, and Latin America.

Sources: Riot Games, Esports Insider