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Amazon ends Riot Games partnership: Fallout for Prime gaming
Riot Games recently announced that its partnership with Prime Gaming, a division of retail giant Amazon, will come to an end next year. This decision means that the monthly loot drops for all Prime Gaming members, which included exclusive in-game items for popular titles like League of Legends and VALORANT, will no longer be available after March 2024
The partnership
The collaboration between Riot Games and Prime Gaming has been a mutually beneficial venture for both entities. Prime Gaming members have enjoyed a variety of exclusive rewards, including gun buddies for VALORANT players, and Capsules containing valuable in-game items for League of Legends enthusiasts. The partnership allowed gamers to enhance their gaming experience and provided an additional incentive for Prime Gaming subscriptions.
The unfortunate end
On December 14, Riot Games confirmed the conclusion of its partnership with Prime Gaming, stating that the latter had chosen not to renew the promotion. While Riot assured players that any content previously unlocked through Prime Gaming drops would remain on their accounts, the announcement undoubtedly left a void for avid gamers who looked forward to the monthly loot drops.
The relevance of such partnership
The collaboration between Riot Games and Prime Gaming was not merely a marketing strategy but a vital means of engagement with the gaming community. Players eagerly anticipated the monthly drops, which added excitement and variety to their gaming experience. The exclusive items provided a sense of prestige for Prime Gaming members and fostered a stronger connection between the gaming community and the Prime Gaming platform.
For Riot Games, it represents an avenue to engage and reward its player base, fostering a stronger connection with the community. On the other hand, Prime Gaming benefits from an increased subscriber base and heightened brand loyalty among gamers. The termination of this partnership could have repercussions for both entities, highlighting the delicate balance between gaming developers and their strategic partners.
The impact on VALORANT and League of Legends Players
VALORANT players with Prime Gaming accounts were accustomed to acquiring unique gun buddies, player cards, and sprays, while League of Legends players received Prime Gaming Capsules containing Riot Points, champion skins, ward skins, XP boosts, and consumables. The termination of the partnership does not necessarily mean the end of these items, as the original deal reportedly concluded at the end of 2022, and a subsequent deal extended the availability of capsules and drops throughout 2023.
What the future holds for both sides?
By publicly announcing the expiration of the current deal, Riot Games may be leveraging public sentiment to encourage Prime Gaming to reconsider the renewal of the promotion. With several months remaining before the current deal expires, there is still ample time for both parties to return to the negotiating table. The gaming community, however, remains hopeful that a resolution can be reached, ensuring the continuation of exclusive in-game rewards for Prime Gaming members.
In summary, as the countdown to the expiration of the Riot Games and Prime Gaming partnership begins, the gaming community watches with bated breath, hoping for a resolution that will preserve the monthly loot drops and exclusive items. The significance of this collaboration extends beyond the gaming world, underscoring the intricate relationships between developers and their strategic partners. The coming months will reveal whether a renewed agreement arises, or if the gaming landscape will witness a significant shift with the end of this once-thriving partnership.
Feature image credits: Amazon Prime
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