Riot Games Creating Virtual Pass For Worlds 2023 And Other Fan Offerings

Riot Games has shared insight into its esports plans for 2023 and beyond, introducing new fan experiences and more team and player support.

In the first-ever One Shot from President of Esports John Needham, esports fans were given a (very long) look at what esports really means to Riot Games and its competitive titles, League of Legends and VALORANT. This has all led to the “Future of Sport,” according to Needham.

TL;DR: We're all in on esports at Riot.

We strive to create the best experience for fans, players, and teams around the world. This is core to the culture of Riot and key to building a sustainable future for esports.

Here’s why: https://t.co/B6flML5cj6 pic.twitter.com/S5G2oG6N0T

— Riot Games (@riotgames) April 19, 2023

The goal of the blog was to explain why Riot Games believes in esports so strongly. The publisher’s first decade of esports was about building strong fundamentals and getting a large global reach. But now Riot has a strong vision for how they’re going to “ultimately build and maintain a thriving, sustainable sport ecosystem.”

The vision ultimately ended with a look at how fans will be connected and rewarded more than ever before.

Riot Games’ Relationship With Esports Teams

One of the first focuses of the blog was esports teams. In 2017, Riot started a “formal partnership model” similar to franchising in traditional sports that had teams paying around $10 million to participate in its leagues.

In return, teams were guaranteed 50% of the revenue generated by the league they’re in. Riot also paid a percentage of digital sales for esports content and prize pools. Riot has continued to add more to the model, feeling a “tremendous obligation” to the teams. This includes accelerated payments to teams and new revenue opportunities.

After seeing how this worked for League of Legends, Riot decided that teams didn’t need to pay as much to join the VALORANT Champions Tour. Instead, the teams maintain their slot through marketing activities and producing content for broadcasts.

“Essentially, we want teams to use their capital on their pro players, marketing, facilities, content, community, and building their business rather than paying Riot,” the blog post explained.

Esports Vs. Traditional Sports

While the franchise model has taken a lot of inspiration from traditional sports, Needham said that Riot has learned that esports shouldn’t be treated like traditional sports in many ways. The developer noticed that esports was struggling when it came to broadcast licensing revenues.

“Most of Riot’s audience isn’t watching ESPN and FOX Sports. They’re watching streamers on Twitch and YouTube. On the other hand, ESPN and FOX Sports viewers are generally not acquainted with our games, so esports is completely lost on them,” he explained.

To combat this, Riot wants its esports to be “everywhere our players are,” meaning the broadcasts are non-exclusive. This is much different than Blizzard, who has confused fans by only streaming the Overwatch League on YouTube again despite low viewership on the platform.

To create broadcast revenue for teams, Riot is instead looking at ways they can interact with viewers on Twitch, YouTube, and beyond. One example Needham gave is viewers getting a prompt on their chosen platform to buy a skin they don’t own for a champion that’s being played by a pro during a match. Another concept is creating fan packs for teams, like the T1 Fan Pack, that would have special in-game cosmetics for viewers who purchase it during T1’s matches.

“Digital esports content is some of Riot’s best-selling game content. Three out of the top six selling LoL skins of all-time are esports-themed,” Needham wrote. “A significant percentage of these sales went back to teams and players. In 2022, VALORANT sold $42 million of the VCT Champions skin pack and distributed half of that revenue to the teams who competed in the tournament.”

The Esports Fandom Going Forward

Another form of revenue that esports hasn’t taken full advantage of like traditional sports are the fans. At sports games, you’ll see concessions and mech everywhere. Live esports events are not as lucrative for Riot or the competing teams, however, since most viewers are online.

To address this, Riot is looking at building a “virtual ticket program” that will enhance the fan experience for those watching from home. This will actually be starting with Worlds 2023. The “Virtual Pass” will attempt to bridge online and IRL fan engagement with a “bundle of products and services” and a “rich online Worlds viewing experience.” There will also be additional ways to express fandom.

For Worlds 2023, the Virtual Pass will have Worlds exclusive skins, an in-game event pass, and other exclusive content. There will also be physical products like exclusive Worlds merch. Fans will also get physical and digital “goods” from sponsors.

Said Needham: “In 2024 and beyond, we want to expand the offering in LoL Esports and introduce the Virtual Pass to VCT, adding more experiential features to bring fans closer to the action.”

This would include things like:

• Exclusive access to special cameras around the live event venue
• Exclusive chat channels and lounges
• Digital collectibles
• Status items — icons, borders, special fan messages

There may also be team-specific Virtual Pass options in the future, even offering fans the chance to have pro team room access.

The esports audience is young and constantly connected, meaning Riot has to come up with innovative ways to keep esports fans engaged. Fans of League of Legends and VALORANT should especially be on the lookout for more engagement and merch opportunities in the near future.