"This is us speaking to the world" – Why London is keen to host esports events like the Valorant Masters

London’s push to become a top esports destination is moving from ambition to routine. The city has now hosted Valorant Masters, League of Legends Worlds, and the BLAST Premier London Open in consecutive years, with City Hall framing esports as part of a broader games strategy rather than a one-off spectacle.

The numbers are why local governments keep leaning in: London says 39,700 people attended esports events in the city in 2024, with around £30 million in economic impact tied to hosting. Riot’s international events are planned 18 to 24 months ahead, starting with regional rotation, then narrowing by player density, travel access, and venue fit. London scores well on accessibility, and city officials say they actively help with fan activations and citywide promotion.

For developers, the interesting part is how tightly esports, live ops, and marketing are now intertwined. Riot uses these events as launchpads for announcements, broadcast production, sponsor activations, artist alleys, and community-facing moments that reinforce the game’s identity. The event itself is only a small slice of the audience; the real value is in the global broadcast, local tourism, and the long-tail brand lift for both the game and the host city.

City Hall is treating that as a competitive advantage. London already sees itself as Europe’s biggest esports city, but the goal is to keep stacking major events that showcase the capital as creative, diverse, and open to a younger audience that overlaps heavily with game players and esports viewers.