Mentioned in this article Games: League of Legends, Overwatch

Dutch blood bank Sanquin has partnered with Riot Games for the #MyFirstBlood blood drive campaign.

Gamers who provide their first blood donation will receive an in-game reward for League of Legends.

Sanquin will also sponsor the first-ever Dutch broadcast of the EU LCS Summer Finals.

Riot Games has teamed up with Dutch non-profit blood bank Sanquin as part of a campaign to help boost blood donor numbers in the Netherlands. League of Legends players who complete their first blood donation during the #MyFirstBlood campaign will receive the fittingly-chosen Blood Moon Thresh skin, an in-game cosmetic item for one of the game’s playable heroes.

Additionally, Sanquin will sponsor the first-ever Dutch language broadcast of the EU LCS Summer Finals, with the organization’s logo to appear alongside a special message when First Blood occurs. The Dutch stream of the EU LCS Summer Finals will be organized by Gamers First—an esports marketing and media agency in the Netherlands, which produces several programs for both Twitch and Fox Sports.

[perfectpullquote align=”right” cite=”” link=”” color=”” class=”” size=””]The #MyFirstBlood campaign begins immediately and will continue through the end of the year.[/perfectpullquote]

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The phrase “First Blood” is used in multiplayer online battle arena (MOBA) games, like League of Legends, to signal the first player killed in a match. Riot has used in-game cosmetics to raise money for charity and for non-profits (such as the Red Cross) in the past, but a non-profit sponsoring an esports broadcast is far less common.

The #MyFirstBlood campaign begins immediately and will continue through the end of the year.