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Esports and Gaming Marketing Veterans Launch Bright Up Agency
Industry veterans Dominic Müller and Marco Niemann have launched Bright Up Agency, a new marketing firm focused on bridging the gap between brands and the esports and gaming sectors.
- Industry veterans Dominic Müller and Marco Niemann have launched Bright Up Agency, a new firm focused on connecting brands with the gaming and esports ecosystem.
- The agency is supported by I3 Holding, the parent company of entities including Eintracht Spandau and influencer marketing agency INSTINCT3, which provides administrative and operational backing.
- Bright Up Agency aims to act as an intermediary between rights holders in entertainment and gaming and both endemic and non-endemic brands, emphasizing transparent and independent advisory services.
Riot Reveals Global Esports Partnership With HP-Owned Brands
Riot Games has entered into a significant global technology partnership with HP, specifically leveraging the OMEN by HP and HyperX brands.
- Riot Games has signed a global technology partnership with HP, designating OMEN by HP and HyperX as official partners for its esports ecosystem.
- The partnership covers three major titles: League of Legends, the Valorant Champions Tour (VCT), and Teamfight Tactics.
- The agreement excludes Riot Games' Wild Rift esports program.
Riot Games Extends LEC Deal With KitKat to 2026
Riot Games Europe has secured a three-year extension of its partnership with the confectionery brand KitKat, ensuring the company remains a primary sponsor for its European esports ecosystem through 2026.
- Riot Games has extended its partnership with KitKat for the League of Legends EMEA Championship (LEC), EMEA Masters, and European Regional Leagues through 2026.
- The multi-year agreement continues a partnership that first began in 2020, though the specific financial terms of the extension were not disclosed.
- KitKat will maintain prominent marketing placement during official competitions, including branding during technical pauses branded as 'Have a Break' and during Champions Select phases.
Chengdu to Host 2024 League of Legends Mid-Season Invitational
The 2024 League of Legends Mid-Season Invitational (MSI) is scheduled to take place in Chengdu, China, from May 1 to May 19, 2024.
- Riot Games will host the 2024 League of Legends Mid-Season Invitational (MSI) in Chengdu, China, from May 1–19, marking the city's first time hosting a major League of Legends global event.
- The winner of the 2024 MSI will receive a direct invitation to the 2024 League of Legends World Championship, which is scheduled for September 25 to November 2 in Berlin, Paris, and London.
- The Chengdu Gaoxin District government plans to invest ￥240M RMB ($33.5M USD) over the next three years to develop the local esports industry.
Riot Confirms Negotiations With Saudi’s Esports World Cup Foundation
Riot Games has confirmed that it is in active negotiations with the Esports World Cup Foundation regarding potential participation in the Saudi Arabian government-backed tournament series.
- Riot Games has confirmed it is in active negotiations with the Esports World Cup Foundation regarding potential participation in the Saudi-backed tournament series.
- No final agreements have been reached, and Riot is currently evaluating whether such third-party events can fit into its 2024 competitive calendar.
- Riot stated that it is exploring third-party partnerships to provide teams and players with additional revenue streams and competitive opportunities, citing the 2023 Asian Games as a successful model.
Riot Chooses GGTech for TFT Remix Rumble: North America
Riot Games has appointed GGTech Entertainment as the official tournament organizer and broadcast operator for the Teamfight Tactics (TFT) Remix Rumble set in North America.
- Riot Games has appointed GGTech Entertainment as the official tournament organizer and broadcast operator for the Teamfight Tactics (TFT) Remix Rumble season in North America.
- The tournament structure includes two cups, the K/DA Cup and the Heartsteel Cup, each featuring a $12,500 prize pool, followed by a Regional Finals event with a $35,000 prize pool.
- The Remix Rumble set, launched on November 21, 2023, marks a strategic shift for Riot Games toward a schedule of three TFT sets annually, with each set duration extended to four months.
Players Choose Recipients of Riot Games Social Impact Fund
Riot Games has finalized the distribution of $4.5 million in charitable funding for 2023, a process driven by direct player participation.
- Riot Games allocated $4.5 million to charitable organizations in 2023, funded by proceeds from in-game items and content sales.
- The Riot Games Social Impact Fund has surpassed $50 million in total funds raised since its inception in 2019.
- Players cast approximately 589,000 votes across 28 global regions to determine the distribution of the 2023 funds.
Riot Games Names Mark Zimmerman LCS Commissioner
Riot Games has appointed Mark “MarkZ” Zimmerman as the new commissioner of the League of Legends Championship Series (LCS) for the 2024 season.
- Riot Games has appointed Mark “MarkZ” Zimmerman as the new LCS Commissioner for the 2024 season, replacing Jackie Felling.
- The LCS will return to a weekend broadcast format for 2024, reversing the 2023 experiment that utilized a weekday schedule.
- The league is reducing its number of participating teams from 10 to eight for the 2024 season.
Marc Merrill Promoted to Newly Created Role of Chief Product Officer
Riot Games has appointed co-founder and former co-CEO Marc Merrill to the newly created position of Chief Product Officer.
- Riot Games co-founder and former co-CEO Marc Merrill has been appointed to the newly created role of Chief Product Officer.
- In his new position, Merrill will oversee the entire ecosystem of Riot’s product offerings, including League of Legends, Valorant, Teamfight Tactics, Wild Rift, Legends of Runeterra, and upcoming MMO and fighting game projects.
- Merrill will report directly to current Riot Games CEO Dylan Jadeja.
Evil Geniuses and Golden Guardians Exit LCS: 2024
The League of Legends Championship Series (LCS) is undergoing a significant structural contraction, reducing its North American league from ten participating teams to eight for the 2024 season.
- Riot Games is reducing the League of Legends Championship Series (LCS) from 10 teams to eight for the 2024 season.
- Evil Geniuses and Golden Guardians will both exit the LCS at the end of 2023.
- The departures of these two organizations were mutually agreed upon with Riot Games.
Promod Esports Files for Bankruptcy and Lays Off Entire Staff
Promod Esports, a UK-based tournament organizer and esports agency, has filed for insolvency and terminated its entire staff.
- UK-based tournament organizer and esports agency Promod Esports has filed for insolvency and laid off its entire staff.
- The company has failed to pay players and casters for various events, with outstanding debts dating back to June 2023.
- Riot Games has confirmed it is severing ties with Promod and is currently seeking new partners for the 2024 Valorant Challengers Northern Europe: Polaris league.
Mastercard Launches Mastercard Gamer Academy
Mastercard has launched the Mastercard Gamer Academy, a professional development initiative designed to provide aspiring industry professionals with the mentorship, networking opportunities, and skill sets necessary to pursue careers in esports.
- Mastercard, in partnership with G2 Esports and Riot Games, has launched the 'Mastercard Gamer Academy' to provide professional development for individuals pursuing careers in the esports industry.
- The program will select 10 participants to receive mentorship, networking opportunities, and an educational curriculum covering marketing, content creation, and event execution.
- Participants will receive all-expense-paid trips to major 2024 events, including the League of Legends World Championship and Valorant Champions, as well as two visits to the G2 Esports headquarters in Berlin.
