Riot Games is shifting its League of Legends Esports strategy toward international roadshows, as demonstrated by recent events in Madrid and Hanoi during May 2026. The League of Legends European Championship hosted MKOI for a roadshow in Madrid, Spain. This event featured a high-profile social media feud between streamer Ibai Llanos and Kamel Kebir. The LEC is moving toward more roadshows in 2026, although the playoffs will remain in the Berlin Studios.
Recent events in Madrid and Hanoi demonstrate the new international approach for League of Legends Esports
The Korean LCK also expanded its reach by hosting its first Homefront event outside of Korea in Hanoi, Vietnam. Kiwoon DRX organized the event, which marked a significant step in the league's international expansion. Kiwoon DRX competed against Gen.G and HLE at the venue but lost both series. The event highlighted the growing global footprint of the league's top teams.
Recent performance data indicates strong growth for the esports ecosystem. Riot Games statistics show that LCK viewership grew 42% by Average Minute Audience in 2025. The league also saw a 62% viewership increase in Vietnam. Financial reports from the organization T1 reveal significant revenue jumps. T1 revenue in Asia excluding Korea rose by 36.1 percent. Revenue in the Americas grew by 93.5 percent, while European revenue increased by 51.3 percent.
The Madrid roadshow included competitive matches that drew attention beyond the social media drama. Karmine Corp defeated MKOI in a Saturday showmatch. Caliste Henry-Hennebert played a key role in that victory. MKOI later defeated G2 in a Sunday series to secure a top-four finish in the groups. These results underscore the competitive stakes involved in the new roadshow format.
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