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Mercedes-Benz to become the exclusive automotive partner of all global LoL Esports events


The Stuttgart-based luxury brand is set to become the exclusive automotive partner of all global League of Legends Esports events of Riot Games. This was announced today by Bettina Fetzer, Vice President Marketing Mercedes-Benz AG, during the 2020 League of Legends World Championship Preview Event. The partnership will focus on the League of Legends community and will feature Mercedes-Benz as the presenting sponsor of the Trophy Ceremony at global events — the pinnacle of sporting success for LoL pro teams.
The tenth edition of the 2020 LoL Esports World Championship, or 2020 Worlds for short, will take place in Shanghai from 25 September to 31 October. The first major global sports event in China since the coronavirus pandemic marks not only the tenth anniversary of the Worlds, but also the beginning of the global partnership between Riot Games and Mercedes-Benz. Hints about the partnership were given to the community in advance. Attentive observers had already recognised the Mercedes-Benz GLA and the Mercedes-Benz EQC (combined power consumption: 21.3-20.2 kWh/100 km, combined CO2 emissions: 0 g/km)¹in the official Worlds anthem video, released on 17 September. It was a hot topic in the community. Mercedes-Benz responded immediately on social media, where Bettina Fetzer, Vice President Marketing Mercedes-Benz AG, sat in an EQC with the Summoner’s Cup on the front passenger seat and said in dialogue with MBUX: “Hey Mercedes, guide me to Shanghai!”
Bettina Fetzer officially announced the partnership today at the Worlds 2020 Preview Event, hosted by Riot Games from Los Angeles. Mercedes-Benz is now the exclusive automotive partner of the three global events of League of Legends: the Mid-Season Invitational, Worlds, and the All-Star Event. In doing so, the automotive brand bearing the three-pointed star is elevating the existing sponsorship of the Chinese League of Legends, the so-called LPL, to a global level.
“We decided to partner with Riot Games because we strongly believe in esports”, says Bettina Fetzer, Vice President Marketing Mercedes-Benz AG: “League of Legends is one of the most popular games in recent years. By partnering with Riot Games at the global level, we want to participate even more actively than before in shaping the future of esports and inspire fans about our brand in a playful dialog”.
Mercedes-Benz begins the partnership with the motto “Icons of a new generation” and in doing so looks back on ten years of League of Legends Esports World Championship. Mercedes-Benz underlines the notion of community first at the start of Worlds and during the event issues Mercedes-Benz-branded Hextech Chests – virtual surprise boxes with coveted in-game items. Furthermore, plans call for using creative and innovative approaches to produce and provide exclusive content for fans during the Worlds. By doing so, Mercedes-Benz intends to interact with millions of connected fans around the globe and to actively participate in shaping Worlds through constant engagement.
“As the first luxury automotive brand to embrace esports at a global scale, Mercedes-Benz has developed a deep understanding of the unrelenting passion fueling the game and the League of Legends esports community,” said Naz Aletaha, Head of Global Esports Partnerships, Riot Games. “Mercedes has been synonymous with excellence for nearly a century, and we are excited to combine our shared appetite for innovation to bring great sporting moments to the global League of Legends stage”.
In addition, the TV spot that impressively fuses the world of LoL Esports with the real world celebrated its world premiere at the media event. In the spot, the viewer meets both famous esports heroines and heroes as well as a number of the most popular League of Legends characters. Only the interaction of all the players makes the line-up an unbeatable team and therewith “Icons of a new generation”.
The commitment to esports and the creation of added value is also made tangible by a host of other measures. Mercedes-Benz will from now on present the trophy ceremonies at all three global events, bring a new broadcast segment in the most important global event streams to the homes of fans and pay lasting tribute to esports in general and the League of Legends community in particular with additional integrations and creative communication activities.
Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Mercedes-Benz to become the exclusive automotive partner of all global LoL Esports events

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ScatterKings Chooses Internet Vikings’ Hosting Solutions in Europe
Internet Vikings, a licensed hosting provider for the European and U.S. iGaming and online sports betting industry, has announced a new partnership with ScatterKings, an iGaming studio that creates high-performance slot content, helping operators lead their markets across regulated jurisdictions worldwide.
As part of this collaboration, Internet Vikings is supplying ScatterKings with a tailored hosting infrastructure that includes both bare metal servers and VMware cloud solutions in Sweden and Malta.
The collaboration came about as ScatterKings looked to move away from its previous hyperscale setup in favour of a more flexible hosting environment. The company was seeking a partner that could provide greater customization and more responsive customer service.
“We’ve been genuinely impressed with the level of support from Internet Vikings,” said Steven Batchelor-Manning, CTO of ScatterKings. “They’ve helped us avoid the usual hosting headaches and given us a rock-solid base to move fast. As we continue to grow, we see them as a strategic partner for the road ahead—one that can keep pace with our ambitions.”
Internet Vikings is equally enthusiastic about the partnership. Rickard Vikström, CEO and Founder of Internet Vikings, noted the strategic fit: “ScatterKings needed a hosting solution that could adapt to their specific operational requirements. We’re committed to supporting their growth with infrastructure that evolves alongside their business.”
The post ScatterKings Chooses Internet Vikings’ Hosting Solutions in Europe appeared first on European Gaming Industry News.
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Reflex Gaming unleashes The Cursed Idol of Montezuma Treasure Hunt™ with exclusive Game Mechanic
Reflex Gaming, the UK’s largest independently owned omni-channel game supplier, is heading deep into ancient ruins with the launch of The Cursed Idol of Montezuma Treasure Hunt™, a visually stunning, Aztec-themed slot that introduces the company’s exclusive Treasure Hunt™ game mechanic.
This 6×4, 20-payline title combines mystery, tension and progressive gameplay in a setting inspired by the legends of Montezuma. At the heart of the experience is the Treasure Hunt™ game mechanic, a persistent pick-based mechanic that activates when two Scatter symbols land anywhere on the reels. Players are transported to a 30-segment treasure map where they can uncover Free Spins, cash prizes, Jackpots and Sticky Wild bonus upgrades. Unlike traditional features, the map carries over between sessions, allowing players to build progress over time. Crucially, Sticky Wilds uncovered on the map are banked and carried into the next Free Spins bonus triggered via the map itself, creating layered anticipation and meaningful long-term engagement.
Free Spins can also be triggered directly via 3 or more bonus symbols. Once active, players collect additional Scatter symbols to spin a bonus wheel that can award multipliers, more Sticky Wilds, or one of four fixed jackpots. With a maximum win potential of over 5000x, the feature is rich with excitement.
Adding to the thrill is the Montezuma Mystery Prize, a powerful feature triggered when players land full stacks of Montezuma symbols with the special Cursed Idol symbol. The game’s cinematic presentation shifts into high gear as the cursed idol unleashes a dramatic win event that transforms the reels and ramps up intensity.
The Cursed Idol of Montezuma Treasure Hunt™ also supports Golden Bet, which doubles the chance of triggering Free Spins, and includes Bonus Buy functionality in supported markets, ensuring the game caters to a wide range of player preferences and regulatory environments.
Commenting on the release, Mat Ingram, CPO at Reflex Gaming, said: “We’re incredibly proud of this one. The game introduces something truly unique with our Treasure Hunt game mechanic. It’s Reflex-built, Reflex-owned, and designed to deliver genuine progression and player investment over time. It’s a mechanic that remembers where you left off, and that’s something players will come back for.
“So far, the game has gained exceptional feedback from operators. We believe it’s a standout release for 2025, and we can’t wait to see how the market responds.”
The Cursed Idol of Montezuma Treasure Hunt™ is available from 16 September 2025 powered by Yggdrasil Gaming.
The post Reflex Gaming unleashes The Cursed Idol of Montezuma Treasure Hunt™ with exclusive Game Mechanic appeared first on European Gaming Industry News.
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Finland’s Esports Betting Gets a Lift Through Oddin.gg and Veikkaus Partnership
Oddin.gg, the leading B2B provider of esports betting solutions, is proud to announce a new partnership with Veikkaus, Finland’s state-owned betting operator. The agreement will see Oddin.gg’s technology and data powering Veikkaus’s growing esports offering—starting with a strong focus on Counter-Strike 2 (CS2).
Veikkaus has set ambitious goals for its esports portfolio, aiming to double related revenue within the next year. To support this growth, the operator is strengthening its focus on quality content, reliable infrastructure, and innovative engagement formats—all areas where Oddin.gg’s solutions will play a central role.
Veikkaus’s focus on CS2 made Oddin.gg a natural fit. Alongside traditional markets, Oddin.gg also brings exclusive CS2 Duels via its 24/7 Fast Betting Content offering, adding fresh engagement opportunities for bettors. This blend of data depth and product innovation supports Veikkaus’s commitment to delivering a best-in-class esports betting experience for its Finnish base.
Andreas Reimblad VP, Sports Betting at Veikkaus, commenting on the partnership said: “Esports have been an important part of Veikkaus’ portfolio for several years, but in recent years it has been challenging to deliver a truly competitive offering and experience. What we value most in Oddin.gg is their drive to continuously improve the product and customer experience, while already being in a leading position. Together, we can take esports betting at Veikkaus to the next level, and we are extremely excited to work together with Oddin.gg.”
Marek Suchar, Co-Founder and Managing Director at Oddin.gg added: “What makes this partnership exciting is the mindset Veikkaus brings. They’re serious about growing their esports offering and are already thinking beyond the basics—looking at things like local tournament data, new formats, and long-term product development. It’s the kind of collaboration where we can create something genuinely impactful—not just deliver and walk away.”
The post Finland’s Esports Betting Gets a Lift Through Oddin.gg and Veikkaus Partnership appeared first on European Gaming Industry News.
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