Riot Games Esports President on NBA, Arcane & NFTs

League of Legends World Championship Returns to North America

During a promotional event coinciding with the Golden State Warriors versus Toronto Raptors game on November 21, John Needham, the newly appointed esports president of Riot Games, orchestrated a display of League of Legends T-shirts being dropped via parachute into the audience. Simultaneously, a cinematic trailer heralded the return of one of the most significant esports competitions globally to North American soil.

Chase Center Tour and Event Details

This spectacle followed a day dedicated to showcasing the cutting-edge Chase Center in San Francisco to numerous members of the international press. The venue is slated to host the finals of the 2022 League of Legends World Championship next November.

Needham explained to TechCrunch that the last major international event held in North America was in 2016, with subsequent returns hampered by COVID-19 related travel restrictions. He expressed excitement about resuming live events and promised a production quality comparable to the Super Bowl halftime show.

A Decade of Worlds and Growing Popularity

The first League of Legends World Championship, known as Worlds, took place in 2011. The game currently boasts over 180 million monthly active players and features 10 franchise teams, each linked to NBA ownership.

Notable NBA all-stars, including Steph Curry, Michael Jordan, and Magic Johnson, have invested in these teams. Further investment comes from owners associated with the Golden State Warriors, Los Angeles Lakers, Houston Rockets, Cleveland Cavaliers, Milwaukee Bucks, Memphis Grizzlies, New York Knicks, Philadelphia 76ers, Washington Wizards, and Charlotte Hornets.

Esports as Big Business

According to Needham, viewership for the Worlds finals reached 73.8 million in 2021, a significant increase from the 46 million viewers recorded in 2020. This growth has transformed League of Legends esports into a lucrative venture, attracting major sponsorships.

• Brands like Louis Vuitton
• AXE by Unilever
• Spotify
• Bose
• Mercedes-Benz
• Red Bull
• Coca-Cola

are now key partners.

Needham emphasized the mutually beneficial nature of these partnerships, stating that brands gain access to the valuable Gen Z demographic, while Riot gains credibility through association. He cited Louis Vuitton’s creation of a digital fashion line as an example of how collaborations enhance the fan experience.

Expanding Riot’s Entertainment Reach

Riot’s substantial fan base is proving instrumental in the company’s ambition to become a global entertainment leader.

The trailer for Riot’s inaugural Netflix series, Arcane, was unveiled during the Worlds finals on November 6, captivating nearly 74 million viewers. A promotional campaign within Fortnite, a game with over 350 million registered players and partially owned by Riot’s parent company, Tencent, further amplified Arcane’s reach.

Within days, Arcane ascended to the top of Netflix charts, securing the No. 2 position for the week of November 8 and attracting over 34 million viewers.

Renewed Focus on North America

Acknowledging a stronger presence in Europe and Asia, Needham views the 2022 Worlds tour as a strategic initiative to revitalize interest in the game within North America.

“Over 600 million players worldwide have experienced the League of Legends universe since its launch,” Needham stated. “We aim to re-engage lapsed players through a comprehensive tour of North America, beginning with the play-ins in Mexico City, followed by the quarter finals in New York City, the semifinals in Toronto, and culminating in the finals in San Francisco.”

Riot Games' Stance on Emerging Technologies

While Riot Games is exploring opportunities with new platforms, according to Needham, the company currently has no intentions of entering the metaverse.

Numerous potential partners have approached Riot regarding NFT collaborations, and these proposals are currently under evaluation. However, a comprehensive NFT or blockchain strategy remains undeveloped at this time.

Needham noted that digital collectibles haven't achieved the same prominence within esports as they have in traditional sports.

He expressed a desire to observe further maturation of the NFT market before integrating it into Riot’s esports initiatives.

Strategic Partnerships

Furthermore, Riot Games does not foresee collaborations with either Netflix Gaming or Roblox in the near future.

The company is maintaining a focused approach, carefully assessing potential ventures to align with its long-term objectives.

Note: A previous version of this article incorrectly listed Fenty by Rihanna as an esports sponsor; this has been rectified.