League of Legends to add advertising banners during professional matches

The popular MOBA League of Legends expands its horizons by adding advertising to its games. Summoner's Rift will feature team brand banners during professional matches.

League of Legends enjoys a privileged position within the world of electronic sports. LoL's professional competition calendar is active for many months and attracts the attention of millions of viewers.

With the Worlds being one of the most-watched sporting events year after year, it is not hard to imagine how attractive this tournament and others are to major brands. It seems that League of Legends is making another leap into a traditional sports format, as it will add advertising during the games.

When we talk about advertising, we don't mean an ad between breaks or between games, nor do we mean the sponsors the players wear in their teams. Riot Games is going to experiment with another format, from next summer's split, Summoner's Rift will look a little different, as the usual banners that can be found at different points on the map will have the logos of the brands that decide to advertise.

This new visual aspect, curiously enough, will only be appreciated by spectators. To ensure that players are completely focused on the game, these advertising banners will only be visible in the spectator mode, so for competitors, there will be no aesthetic change.

At the development and structure level, advertising in eSports is a fundamental aspect. Riot Games was commenting on this important competitive change. Our aspiration is to create an environment that exudes the energy found in traditional sports, the company said, and we will continue to work towards that goal.