Key Takeaways
- Coinbase will introduce in-game currency tracking analytics for LoL and VALORANT tournaments.
- There are currently no plans to integrate Coinbase’s tech with Riot Games titles.
- Coinbase’s first appearance will be on June 7 at the VALORANT VCT Master in Toronto.
Coinbase has linked up with Riot Games to become its exclusive crypto and blockchain partner for League of Legends (LoL) and VALORANT esports tournaments.
Now, Coinbase will work to bring additional layers of entertainment to gaming fans who are often at crypto collaborations with a healthy dose of skepticism.
CCN spoke with Coinbase’s VP of Marketing, Gary Sun, to find out more.
Fan Focused
The multi-year partnership will see Coinbase provide some “fan-facing enhancements” through a new in-game currency analytics feature and exclusive promotions and features.
But, as Sun explains, it’s more than just about increasing brand awareness; it’s also a deal that should pave the way for further innovation in sports partnerships.
Without giving too many details away, he says:
“Over the course of the season, we will explore opportunities to share technical insights and co-develop further integrations across both crypto and Web3.“
There’s a lot of tech and culture crossover between the crypto and gaming worlds. Sun notes that esports and crypto go “hand-in-hand” as they both draw from a digital-first culture that emphasizes self-expression and a “championship mentality.”
Interestingly, despite hinting at intentions to work on further Web3 integrations, Sun says the partnership will remain focused on delivering experiences for LoL and VALORANT fans.
“We are not collaborating on any in-game tech integrations.“
It’s not Coinbase’s first venture into gaming and esports, as since 2023, the exchange has been partnered with one of esports’ biggest and most successful groups, Team Liquid.
From its experience, Sun thinks that the “opportunities are endless” in esports.
Coinbase Looks Ahead
However, following several major Web3 gaming flops that were oversaturated with non-fungible tokens (NFTs), mainstream gaming communities often view crypto partnerships with a cynical eye.
Indeed, LoL tournaments alone can draw tens of millions of viewers to their matches, and this could prove challenging if audiences respond negatively to Coinbase’s presence.
“We’re approaching a critical moment in the journey of Web3 and onchain adoption, so we look forward to taking on the challenges that come with engaging larger audiences and pushing for more innovation with partners like Riot.”
Furthermore, Riot Games’ prior partnership with the now-defunct crypto exchange, FTX, resulted in Riot having a major lawsuit levied against it and legal battles with the exchange.
When queried if Coinbase had learned anything from the FTX deal, and how it intends to balance normalizing and promoting crypto in esports, Sun told CCN:
“We’re excited to kick off a unique partnership that aligns our two mission-focused brands to elevate fan experiences during the upcoming esports seasons.”
Coinbase’s first appearance will be at the VALORANT VCT Masters in Toronto on June 7, 2025.
Eddie is a gaming and crypto writer at CCN. Covering the often weird and wonderful world of Web3 with an adoring, but skeptical eye.
Prior to CCN, Eddie has spent the past seven years working his way through the crypto, finance, and technology industry. He began with PR and journalism with Bitcoin PR Buzz and BitcoinNews.com, eventually working his way to become a copywriter with a dozen firms, including the likes of Polkadot before returning to journalism in 2023.
Having studied Radio production and journalism at University in the UK, Eddie spent a few years making podcasts and presenting on a local London radio station as he built up his writing chops.
A lifelong skateboarder, Eddie can often be found at the skatepark or touring the streets looking for something new to try. That, or kicking back playing JRPGs on his original PSP.
