Riot Games Unlocks Betting Sponsorships for Global Esports Teams

Key Takeaways

• Riot Games' policy change permits Tier 1 League of Legends and VALORANT teams in EMEA and APAC to secure betting sponsors, boosting revenue while enforcing strict integrity protocols.
• Partnerships like LEON's deal with GamerLegion highlight betting operators' deepening ties to European esports organizations, enhancing market visibility and fan engagement.
• Brazil's new licensing regime enables regulated esports wagering, positioning LatAm as a high-growth region with projections for explosive CBLOL betting volumes.
• ESIC's ongoing anti-corruption efforts underscore the need for vigilance, as global expansions risk amplifying match-fixing threats in unregulated markets.

Riot Games has initiated a pivotal policy adjustment, authorizing Tier 1 esports teams in its League of Legends and VALORANT ecosystems to pursue sponsorships with licensed betting operators. This development, effective immediately across EMEA and APAC regions, marks a departure from the publisher's longstanding restrictions on gambling affiliations. Teams in leagues such as LEC, LTA, VCT EMEA, and VCT Pacific can now integrate betting partners, provided they adhere to rigorous vetting processes that ensure compliance with local regulations and Riot's content standards.

The move addresses long-standing requests from partner organizations facing financial pressures in a competitive landscape. According to Riot's esports president John Needham, global betting turnover on LoL and VCT events exceeded €9.8 billion in 2024, yet much of it flowed through unregulated channels, posing risks to consumer protection and competitive integrity. By channeling partnerships through licensed entities, Riot aims to redirect this volume into safer ecosystems, with a portion of the resulting revenues earmarked for Tier 2 prize pools and organizer training programs. Broadcasts and official jerseys remain ad-free, preserving brand integrity for younger audiences.

This shift holds profound implications for the esports betting sector. In EMEA, where markets like the UK and Germany have mature regulatory frameworks, teams could see sponsorship revenues rise by 15-20%, according to industry estimates from Sportradar. APAC operators, already dominant in high-volume wagering on titles like League of Legends, stand to gain localized odds integrations, potentially accelerating adoption in jurisdictions such as Australia and South Korea. For betting firms, the opportunity lies in vetted access to premium inventory, fostering innovations like in-game micro-bets while mitigating integrity breaches. As Riot invests in data partnerships with GRID for official odds feeds, the policy could standardize global practices, reduce gray-market dominance, and enhance trust among stakeholders.

Source: Riot Games

LEON Esports Partners with GamerLegion for CS2 Expansion

Online betting platform LEON Esports has forged a strategic alliance with German Counter-Strike 2 organization GamerLegion, positioning itself as the team's official sportsbook partner. Announced on October 24, the multi-year agreement encompasses branded content series, fan activations, and co-branded tournament integrations, targeting CS2's robust European betting audience. This partnership leverages GamerLegion's rising profile in ESL and BLAST circuits to amplify LEON's footprint beyond traditional markets.

The collaboration arrives at a juncture when CS2 wagering volumes have surged 25% year-over-year in Europe, driven by high-stakes events such as IEMs. LEON, licensed under Curaçao regulations with EU-compliant expansion, will deploy exclusive odds previews and player interviews to drive user acquisition. For GamerLegion, the deal provides vital funding amid escalating operational costs, including player salaries averaging €50,000 annually in Tier 2 squads. Esports publishers like Valve maintain a permissive stance on such affiliations, contrasting Riot's structured approach and enabling rapid commercialization.

Industry observers view this as emblematic of betting operators' pivot toward endemic partnerships, where authenticity trumps broad advertising. In Germany, where the 2021 Interstate Treaty caps bonuses but permits esports-specific markets, such ties could elevate CS2's Gross Gaming Yield by 12%, according to SBC data. Globally, it signals a trend: betting brands not only sponsoring but co-creating content to combat churn rates exceeding 30% in volatile esports verticals. As LEON eyes further APAC inroads, this model could inspire similar deals with orgs like G2 Esports, fortifying the ecosystem against economic headwinds.

Source: Esports Insider

Brazil's Licensing Framework Ignites LatAm Esports Wagering Boom

Brazil's Secretariat of Prizes and Bets (SPA) has accelerated its esports betting licensing process, approving 86 operators by October 22 under the 2023 regulatory overhaul. This milestone, following the January 2025 rollout of Law 14,790, integrates competitive gaming into the nation's €2.5 billion annual wagering market, with esports projected to capture 15% share by 2026. Platforms like Bet do Milhão, which was licensed in June, now offer full coverage of the CBLOL and CBCS markets, drawing on Brazil's 50 million esports enthusiasts.

The framework mandates 18% GGR taxation, AML compliance, and geoblocking for unlicensed sites, curbing the prior 70% offshore dominance that fueled integrity lapses. Tournament organizers such as XLG Esports report a 40% uptick in betting partnerships, with innovative offerings like prop bets on kills in VALORANT VCT Americas. For operators, entry barriers include R$30 million in capital reserves, yet the potential is immense: initial monthly volumes hit €150 million, per SPA filings, outpacing traditional sports in youth demographics (18-24 age group).

This development reshapes LatAm dynamics, where fragmented regs in Colombia and Peru lag behind. It empowers publishers like Riot, whose LLA events now feature regulated odds, reducing match-fixing risks flagged by ESIC in 20% of regional probes. Stakeholders anticipate spillover into Mexico and Argentina, where similar bills are advancing, potentially doubling LatAm's esports handle to €1 billion by 2027. As Brazil prioritizes consumer safeguards—like mandatory self-exclusion—the market evolves from wildcat operations to a pillar of sustainable growth.

Source: SBC News

ESIC Bolsters Integrity with New Anti-Corruption Alliances

The Esports Integrity Commission (ESIC) has onboarded BETBY as its latest Tier 1 Anti-Corruption Supporter, enhancing monitoring across 36,000 monthly events. Revealed on October 21, the partnership deploys BETBY's odds feed into ESIC's Suspicious Betting Alert Network (SBAN), targeting anomalies in APAC and EU circuits where wagering volumes hit €5 billion quarterly. This follows a 15% rise in flagged incidents, including CS2 outliers in ESL Pro League.

ESIC CEO Stephen Hanna emphasized the data-driven synergy: "BETBY's feeds enable real-time anomaly detection, reducing manipulation windows from hours to minutes." For betting operators, integration means proactive compliance, helping avoid fines of up to €100,000 under UKGC and GGL rules. In Australia, where esports comprises 10% of TAB's handle, this fortifies defenses against syndicated fixes, as seen in prior ATOX probes.

The alliance underscores a broader trend: integrity bodies collaborating with tech providers to counter evolving threats, such as micro-bet tampering in Dota 2. With 0.01% suspicious rates at partnered firms, it reassures regulators in emerging markets like Brazil, where licensing demands ESIC-aligned protocols. As global expansions accelerate, such measures safeguard the €12.6 billion sector's credibility, ensuring fair play amid 640 million viewers.

Source: ESIC