Worlds 2023: Media Value Analysis

Key insights

4 slides

Event Impact

The 2023 League of Legends World Championship generated $144.5 million in media value.

This figure represents the potential cost of media buying for brands, derived from exposure across official broadcasts and co-streams.

Key Value. The 2023 League of Legends World Championship generated a total media value of approximately $144.5M (€133M) for event sponsors.

Competitive Benchmarking

Worlds 2023 significantly outperformed other major esports events in media value.

The tournament generated more media value than the Blast Paris Major and MSI London.

Outperformance. The media value for Worlds 2023 significantly outperformed other recent major esports events, such as the Blast Paris Major ($49.6M) and MSI London ($71.2M).

$144.5M

Media value for Worlds 2023.

Blast Paris Major: $49.6M
MSI London: $71.2M

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Summary

The 2023 League of Legends World Championship, hosted in South Korea, generated approximately €133 million ($144.5 million USD) in total media value for event sponsors. This figure represents the potential cost of media buying for brands, calculated by assessing exposure across official broadcasts and co-streams. Notably, co-streams accounted for 45% of the total media value generated during the event.

The analysis, conducted by Shikenso Analytics using its AI-powered Esports Radar platform, highlights the significant commercial impact of the tournament compared to other major esports events, such as the Blast Paris Major and MSI London. Amazon Web Services emerged as the primary beneficiary of this media exposure, securing an estimated €22.6 million ($24.4 million USD) in value. Other prominent brands benefiting from sponsorship assets—including banners, statistics, and game breakdowns—included Mercedes-Benz and Red Bull.

Methodologically, the valuation is derived from frame-by-frame analysis of every second of the stream. The platform evaluates factors such as the quantity, quality, and location of brand placements, as well as visibility duration and audience demographics. The viewership for the event skewed heavily male at 88.2%, with over 90% of the audience aged 18 or older. This data underscores the effectiveness of integrated sponsorship assets in high-profile competitive gaming environments.