Riot Games is beginning to accept sports-betting sponsorships for esports teams in its top leagues, League of Legends and Valorant. This initiative aims to regulate the fast-growing sports-betting market while preventing direct advertisements during official broadcasts. To implement this strategy, Riot has established a vetting process for sports-betting companies, while ensuring all partners utilize an approved data platform and that teams create internal integrity programs. Importantly, some revenue from these sponsorships will be reinvested into supporting lower-tier esports leagues, reflecting a commitment to broader industry health.
Riot Games' decision to sanction sports-betting sponsorships aims to regulate esports betting while capitalizing on its growth, maintaining advertising restrictions on official broadcasts.
By implementing a 'guardrails first' strategy, Riot seeks to ensure that sports-betting partnerships enhance the integrity of esports and support lower-tier leagues.
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