LCS levels up for the summer with Samsung deal

Riot Games has brought in South Korean multinational conglomerate Samsung as a partner of the LCS for its Summer Split.

The deal will see all LCS players use computers that are powered by Samsung solid-state drives.

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The partnership will also be activated through the “Samsung SSD Fast Five” segment, a new addition to the LCS broadcast that “tracks week-to-week how quickly players reach key milestones in each position.”

Matt Archambault, Head of NA Partnerships and Business Development at Riot Games, spoke on the partnership in a release: “Just like in a game of League of Legends, every millisecond matters in our broadcast, in our players’ performances, and in the experiences we create for our community. In Samsung, we found a partner who holds that same commitment to top quality.

“We’re thrilled to work with Samsung and collaborate on a new segment that celebrates North America’s League of Legends talent and gives fans an extra dose of competition to look forward to each week.”

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Samsung has been increasing its involvement in esports in recent months, renewing its deal with Legacy Esports for a third year in February and forging deals with both Team Envy and T1 Entertainment & Sports in May.

Grace Dolan, VP of Integrated Marketing, Home Entertainment at Samsung, also commented: “A high-performance SSD is one of the most important components in a gaming system, allowing for incredibly fast data transfer speeds and better performance. Samsung is proud to be the SSD of choice for gamers and we’re excited to partner with the LCS, which is home to some of the top esports players in North America.

“No one values speed and efficiency as much as Samsung and players in the LCS, and we can’t wait to see who is crowned the Fast Five at the end of the Summer Split.”

Esports Insider says: Samsung’s clearly targeting esports as an industry in which it feels can be fruitful, taking an approach that spans multiple regions and not just organisations but competitions too. LCS may be behind LEC in terms of partnerships in some peoples’ eyes, but this is a solid agreement for the North American league.