Riot Games are known for taking their partnerships with sponsors and brands, endemic and non-endemic, to the next level. The most recent example is the studio's launch of the True Damage virtual band to celebrate their collaboration with the luxury fashion brand, Louis Vuitton, for skins for a selected group of champions in League of Legends. The latest news coming concerns the upcoming Summer Split of the game's esports scene, and sponsors will now get to display their brands in the in-game map during the competition's broadcast.
The blog post went into more detail on how this changes the map League of Legends pros and fans play on daily. The banners with sponsors' logos will only be visible to those sitting at home, while professional players won't be able to see it in-game, so it is a pure broadcast addition. The aim behind it is to integrate Riot's partners to engage local and regional fan bases as much as they can, while leveraging their exposure opportunities.
This is the first digital product we’re announcing ahead of the Summer Split that’s designed to build a richer viewing experience around esports. Our aspiration is to create an environment that exudes the energy found in traditional sports, and we’ll continue to work towards that goal.
Considering the amount of viewership generated from League of Legends' LEC and LCS during Spring split, sitting at an average of 221,549 and 175,538 viewers respectively, this is a tremendous amount of eyeballs looking at your brand for hours during every game of the competition.
What other unique approaches to advertisements and partnerships do you see Riot Games doing in the future? Who do you predict to win the League of Legends Summer Split for the LEC and LCS respectively? I am personally a G2 Esports fan. Let us know your thoughts in the comments section down below.