Prime Gaming announced as VCT EMEA partner

09 February 2022


Amazon service Prime Gaming has reached an agreement with developer Riot Games to become a partner of the VALORANT Champions Tour EMEA for the 2022 season.

As a result of the deal, Prime Gaming will be integrated into VCT EMEA’s post-match highlights, as well as gain a number of advertising slots throughout the year. 

VCT EMEA Prime Gaming
Image credit: Riot Games / Prime Gaming

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The VALORANT partnership is  part of larger, multi-title cooperation between Riot Games and Prime Gaming. The deal, announced late last year, is focused on partnerships in the North American and EMEA regions across League of Legends: Wild Rift, VALORANT and Legends of Runeterra.

Eva Suárez, Riot Games Sr. Manager Business Development and Partnerships, commented: “Prime Gaming has been kitting out our VALORANT community with top tier, exclusive loot since the game’s release nearly two years ago, so it’s fantastic to see them expand their support to VCT EMEA!

“We’re excited to have them on board to present the Post-Match Highlights, a core segment where our analysts review and break down each spicy move and clutch play made by our superstar VCT teams across.”

The partnership comes just a couple of days before the start of the VLAORANT Champions Tour EMEA Stage 1 Challengers tournament. Prime Gaming was also recently a partner of the League of Legends’ European Masters 2021.

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Larry Plotnick, GM for Prime Gaming, added: “We are thrilled to continue our collaboration with Riot Games as a sponsor of the upcoming VCT EMEA Challenger Series, and we wish every participant luck in the tournament.

“Riot’s games offer the pinnacle of Esports competition, and we are excited to celebrate everyone involved by together rewarding Amazon Prime members with monthly exclusive in-game content throughout 2022.”

Esports Insider says: Prime Gaming and Riot Games announced a number of activations and partnerships for 2022, with this being the very latest. Prime Gaming will become a main part of the EMEA broadcasts as a result of the integration. 

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