Earlier this month League of Legends enthusiasts gathered in London to attend the game’s World Championship Finals at the O2 Arena.
As with every year, the World Finals became more than just a League of Legends tournament with Riot Games hosting a fan fest that hyped up the event. Moreover, local esports stakeholders tend to utilise the increased esports fan footfall to run League-focused activations.
UK-based gaming and esports cafe chain SideQuest celebrated the World Finals by opening its doors and providing opportunities for fans who couldn’t attend the O2 Arena to watch the action together.
According to the chain, SideQuest’s free Worlds 2024 Finals watch party saw a turnout of over 400 people across its venues in Charing Cross (London), Elephant Park (London) and Coventry.
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Interestingly SideQuest noted that this year’s watch parties saw many visitors from other countries, particular fans that planned a trip to London to watch the Championship despite being unable to get tickets to the event. This increased footfall highlights the growth of major esports events as tourism attractions. According to business growth and destination agency London & Partners, the 2024 League of Legends World Championship Finals was predicted to generate £12m for London’s economy.
Some activations that SideQuest highlighted included Billibilli Gaming (BLG) fans at its Charing Cross venue getting the opportunity to partake in signed player card giveaways throughout the World Finals. The location also featured cosplayers in support of the Chinese esports organisation.
For Worlds 2024 specifically, SideQuest worked alongside Gen.G, G2 Esports, LNG and BLG to provide merchandise and activities to watch party attendees. After each game of the World Finals, SideQuest hosted merchandise giveaways which included Worlds-branded mousepads, hoodies and pin badges.
Outside of merchandise the cafe chain also provided discounts on bubble tea and provided a ‘Worlds gaming bundle’ which attendees could purchase to have three hours of gaming at a reduced price after the event.
The League of Legends World Championship Finals in London went on to become the most-viewed esports event of all time, amassing nearly 7m peak viewers (not including Chinese viewership). The five game series between BLG and T1 was ultimately won by the South Korean esports organisation.
In addition the event’s opening ceremony was performed by Linkin Park, Ashnikko, Mars Atlas of Forts and Tiffany Aris.
