Player Days raises 3 million dollars in LoL charity event

League of Legends

15h

Andre Guaraldo

Riot Games recently announced that its latest fundraising initiative, Player Days, raised over $3 million for the company’s Social Impact Fund. The event ran from October 9 to October 28, 2024, as part of the 15th-anniversary celebration of League of Legends

What was the "Player Days" campaign?

The Player Days campaign aimed to engage the League of Legends community in supporting a noble cause: raising funds for global social impact projects. During the event, players purchased exclusive in-game items, with 100% of the proceeds going to Riot Games' Social Impact Fund. For the first time, Riot introduced a "matching" initiative, tripling the amount raised with every purchase.

Exclusive items and matching initiative

The campaign offered three special skins - Cosplayer Neeko, Music Fan Gragas, and Esports Fan Trundle - along with the Gamer Fan Poro Ward, a decorative item. The highlight of the event was the unprecedented opportunity to triple the impact of each purchase, encouraging even greater player participation.

This initiative significantly boosted the total amount raised, providing substantial support to the social causes backed by Riot. The company announced that the funds would be allocated to NGOs working in mental health, education, professional development, and poverty alleviation, aligning with priorities identified by the gaming community.

Global impact and supported causes

Launched in 2019 in partnership with ImpactAssets, Riot Games' Social Impact Fund finances global social projects. Through Player Days, Riot has raised over $50 million, supporting more than 450 NGOs in 28 countries. Donations have primarily focused on mental health, education and job training, and poverty alleviation efforts.

Priority causes

Mental Health: Riot supports programs aimed at improving mental well-being worldwide, particularly in the digital age.
Education and Professional Development: Resources are directed toward educational and vocational training programs, creating opportunities for individuals facing barriers to quality education.
Poverty Alleviation: The fund also backs initiatives to reduce poverty and improve living conditions for underserved communities.

Statement from Riot Games

Riot Games expressed enthusiasm about the success of the campaign. Jeffrey Burrell, Head of Social Impact and Sustainability at Riot Games, said:

“Whenever we run an in-game fundraising campaign, our players exceed our expectations. The "Player Days" campaign was the perfect way to celebrate 15 years of League of Legends because, without our players, the Social Impact Fund wouldn’t even exist.”

Paul Bellezza, Executive Producer of League of Legends, also emphasized the community’s importance:

“We are nothing without our players. They shape the game with their feedback, celebrations, and love. We are immensely grateful to everyone who’s been part of this journey.”

The future of Riot Games' social initiatives

Following the success of Player Days, Riot Games reaffirmed its commitment to long-term social impact initiatives. The company plans to continue fundraising and expand partnerships with NGOs while introducing new in-game campaigns to further engage the community. Riot also aims to deepen its collaboration with ImpactAssets to ensure real-world impact.

This solidarity strengthened the connection between players and the game, showcasing that League of Legends is more than just entertainment. It has become a platform for driving real-world change.

Raising over $3 million, Riot Games has made a significant difference in multiple social causes. The event not only celebrated League of Legends’ 15th anniversary but also highlighted the players' role as agents of transformation. With the campaign’s success, similar initiatives are likely to follow, further expanding the social impact of Riot Games and its global community.

Feature image credits: Riot Games

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