Riot Games Opens Door to Betting Sponsorships

Riot Games has lifted its long-standing prohibition on betting sponsorships for partnered teams in League of Legends and VALORANT esports ecosystems. Starting in 2025, Tier 1 organisations in the Americas and EMEA regions can pursue partnerships with approved betting operators, marking a pivotal shift in publisher policy toward regulated gambling integration.

The decision addresses growing financial pressures on teams amid rising operational costs and evolving revenue landscapes outside North America. Riot emphasised a controlled approach, requiring all potential partners to comply with local licensing requirements and meet strict internal standards for responsible promotion and integrity. Branding from betting sponsors will remain absent from player jerseys, official broadcasts, and Riot-owned channels, preserving broadcast neutrality while enabling team-level commercial opportunities.

This policy evolution aligns Riot with industry trends, where betting has become a significant revenue driver in other titles, while also reflecting careful safeguards informed by data showing substantial unregulated betting activity on its events. Riot cited estimates that a large portion of global sports wagers occur in unlicensed markets, arguing that thoughtful engagement with regulated operators better protects fans and competitive integrity.

Key Takeaways

• Partnered teams gain access to new sponsorship revenue streams in monetizable regions, potentially bolstering financial sustainability for organizations in Europe, Latin America, and parts of Asia.
• Strict vetting and promotion restrictions prioritize responsible gambling and maintain Riot's integrity focus across LoL Esports and the VALORANT Champions Tour.
• Operators must adhere to regional regulations, opening opportunities in licensed markets while excluding unrestricted broadcast activation.

The move represents Riot's recognition of betting's entrenched role in fan engagement, with global turnover on LoL and VALORANT events exceeding billions annually. By mandating official data feeds and team integrity programmes, Riot aims to channel activity toward licensed environments, reducing risks associated with offshore operators. Industry observers note this could encourage similar reconsiderations among other publishers, further integrating regulated betting into esports ecosystems. For operators in Europe and emerging markets like Brazil, the policy unlocks direct access to high-profile teams, enhancing market visibility and legitimate wagering options. Bettors benefit indirectly through sustained competitive health, as additional revenue supports league investments. However, the framework underscores ongoing commitments to player protection and ethical standards in a maturing sector.

Sources: Riot Games, Esports Insider