Mentioned in this article Games: League of Legends

Following the success of the League of Legends Championship Series’ transition to a franchise-based model, the European LCS came into the 2019 season with a new name and logo as the League of Legends European Championship (LEC) utilizing a similar structure. The ensuing first half of the year has been marked with viewership growth on Twitch for the freshly rebranded league.

At HIVE Berlin, The Esports Observer sat down with Riot Games head of sponsorship and business development for European esports, Alban Dechelotte, to discuss the league’s rebrand and why viewership on Twitch is up from last year.

Dechelotte admitted that the move to revamp the LEC could be seen as “kind of scary,” but the change was an attempt by Riot to reposition itself to provide players and fans an esports experience that is “unique.”

“We don’t need to copy anyone. Any other league in esports, any other sports, we are the best esports league in Europe, and we own it,” He said. “So this repositioning that comes with a new name, a new logo, a new identity, a new studio, some new teams has lit the flame of passion for fans and given them more of a reason to watch the games.”

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