Riot Games has officially opened up to betting-related sponsorships for Tier 1 teams in League of Legends and Valorant, across both EMEA and the Americas. This marks a significant shift and signals a new era for the esports ecosystem, which has been under increasing pressure to find sustainable revenue streams.
Why Did Riot Games Allow Betting Sponsorships?
This move doesn’t come as a surprise. The esports business model has long been scrutinized, with growing difficulties in generating scalable income for teams and leagues. Structured partnerships with betting operators – if well-regulated – may be one of the few scalable solutions left to sustain the industry.
Valve, the developer behind Counter-Strike, was among the first to embrace this route, with considerable financial returns. Riot, in contrast, is taking a more cautious approach, but the global competitive landscape leaves little room for hesitation: excluding betting would put Riot’s teams at an economic disadvantage compared to competitors.
Riot’s Rules for Betting Sponsorships
Riot has implemented a strict set of guidelines to prevent abuse and ensure a safe environment:
- Only verified and legally compliant partners
- No direct exposure of betting brands on official broadcasts
- Internal integrity programs to prevent match fixing and abuse
- Mandatory third-party data reviews, aiming to push the space toward measurable performance and away from speculation or hype
These measures are designed to build trust among publishers, players, and external stakeholders, and to elevate industry standards.
Impact on the Competitive Scene and Tier 2 Leagues
A portion of the revenue from these sponsorships will be allocated to Tier 2 leagues, aiming to support rising talent and strengthen the ecosystem from the ground up. However, with so many layers and actors involved, it remains to be seen how much of that support will actually reach emerging players.
Betting and Responsibility: The Real Challenge
Betting in esports remains a controversial and sensitive topic. But as Riot’s initiative demonstrates, it can no longer be ignored. On the contrary, it must be managed intelligently—with transparency and accountability.
If the betting industry wants to earn a long-term seat at the esports table, it must invest in higher standards for user safety, youth protection, and responsible gambling. That’s the only way to move from being a tolerated presence to a respected partner.
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