Esports continues to develop, and every year the interest in it increases both from fans and from large companies. In December 2024, Riot Games, the developer of the popular games League of Legends and VALORANT, announced a change in its policy: now esports teams will be able to attract bookmakers as sponsors.
For many years, Riot Games has taken a strict stance on gambling and betting, prohibiting its clubs from entering into partnerships with casinos and bookmakers. However, the new policy allows teams to attract bookmakers that meet certain criteria. These changes are the result of an in-depth analysis of the market and the situation in the esports industry. Riot Games Esports COO Waylen Rozelle noted that this decision opens up new opportunities for teams to increase revenue. He emphasized that this change will allow clubs to strengthen their financial stability while maintaining high standards of professionalism and transparency.
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Despite the relaxed policy, Riot Games has introduced a number of strict restrictions. For example: a ban on advertising through official channels. Bookmakers’ logos and brands will not appear on broadcasts, on social networks owned by Riot Games, or on official team equipment. Strict control of partners. Riot has required all clubs to check potential partners for compliance with fairness and transparency standards. In addition, bookmakers must comply with local laws and licensing requirements, as well as comply with Riot’s internal rules.
Riot Games’ decision was an important step in the development of the esports industry. The appearance of bookmakers among sponsors can significantly increase team budgets, allowing them to invest more funds in the development of infrastructure, training facilities and work with talent. However, experts emphasize that such a step requires a cautious approach. It is important that esports does not lose its reputation as an honest and spectacular industry. Riot Games say they will closely monitor the implementation of the new policy to eliminate any risks associated with the influence of bookmakers on sports results.
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Representatives of Riot Games are confident that this decision will open up new prospects for clubs and the entire industry as a whole. If the cooperation with bookmakers is successful, perhaps in the future we will see even more steps towards integrating esports with big business. These changes can become an example for other developers and organizations working in esports. The only question is how competently the new policy will be implemented, maintaining the trust of the audience and participants. Exclusive interviews with gambling industry experts – read casino business insights. Find more on our site.
