Coinbase’s Gary Sun on Riot Games Partnership: “How Crypto and Esports Are Made for Each Other”

Key Takeaways

• Coinbase plans to add in-game currency tracking analytics for League of Legends and VALORANT competitions.
• At present, there are no intentions to incorporate Coinbase’s technology into Riot Games’ titles.
• Coinbase will make its debut on June 7 at the VALORANT VCT Masters in Toronto.

Coinbase has partnered exclusively with Riot Games to serve as their go-to provider for cryptocurrency and blockchain services in LoL and VALORANT esports competitions.

Currently, Coinbase aims to add extra layers of enjoyment for gaming enthusiasts who frequently approach crypto partnerships with considerable doubt.

I spoke with Gary Sun, the VP of Marketing at Coinbase, to gather more information.

Fan Focused

The
multi-year partnership
Will witness Coinbase offering certain “audience-focused improvements” via a fresh in-game currency analysis tool along with special promotions and features.

However, as Sun points out, this goes beyond merely boosting brand recognition; it’s also a matter of securing a deal that should
pave the way
For continued advancement in athletic collaborations.

He mentions without divulging too much information, he states:

Throughout the season, we aim to delve into sharing technical knowledge and collaborating on additional integrations spanning both cryptocurrency and Web3 technologies.

”

The intersection between technology and culture within the realms of cryptocurrency and gaming is quite significant. Sun points out that esports and cryptography naturally complement each other since they both stem from a digitally oriented culture that values self-expression and a competitive spirit akin to winning championships.

Surprisingly, even though Sun suggested potential future involvement with Web3 technologies, he stated that the collaboration would continue to concentrate on providing experiences tailored for League of Legends and VALORANT players.

”

We aren’t working together on any technological integrations within the game.

”

It’s not Coinbase’s first venture into gaming and esports, as
since 2023
The exchange has joined forces with one of esports’ largest and most victorious teams, Team Liquid.

Based on its experience, Sun believes that the potential in esports is limitless.

Coinbase Looks Ahead

Nevertheless, after a series of significant Web3 gaming failures that were overly saturated with non-fungible tokens (NFTs), mainstream gaming communities frequently approach crypto collaborations with skepticism.

Certainly, League of Legends competitions by themselves can attract
tens of millions
Of viewers to their matches, which might be difficult should audiences react unfavorably to Coinbase’s involvement.

We’re reaching a pivotal point in the evolution of Web3 and on-chain adoption, so we anticipate tackling the hurdles that arise from attracting bigger crowds and driving further innovation alongside partners such as Riot.

Additionally, Riot Games faced significant litigation and legal disputes with the defunct cryptocurrency exchange, FTX, as a result of their previous collaboration.

When asked whether Coinbase had gained any insights from the FTX partnership and how it plans to proceed,
balance
normalizing and promoting crypto in esports, Sun told :

We’re thrilled to launch a distinctive collaboration that brings together our two mission-driven brands to enhance spectator experiences throughout the forthcoming esports seasons.

Coinbase will make its debut at the VALORANT VCT Masters in Toronto on June 7, 2025.

Crypto Beast

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