LoL Esports is the new official brand for League of Legends esports.
LoL Esports is the new official brand for League of Legends esports.
Categories

Riot Games unveils LoL Esports brand, unifying its regional events

  • Posted byby Dean Takahashi
  • Updated
  • 3 min

Riot Games today announced its official League of Legends esports brand will be known as LoL Esports. The move will tie all of the company’s different regional tournaments under one umbrella in the moment of online-only esports. The brand will serve as the platform and voice for global competition for all regions, said Riot’s David Higdon in an interview with GamesBeat.

As League of Legends heads into its second decade, the new LoL Esports brand will embody the values that reinforce gaming as a meaningful life pursuit, Higdon said. LoL Esports will for the first time debut its own distinct logo and visuals, inspired by the aesthetics of Summoner’s Rift.

Unlock premium content and VIP community perks with GB M A X!
Join now to enjoy our free and premium membership perks.
Join Now
Already a member? Sign in
Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.