Riot Responds to Criticism Over VALORANT’s SUBtember Sponsorship Spending

Riot Games has responded to growing criticism after claims surfaced suggesting the company was overspending on Twitch stream donations as part of its VALORANT marketing campaign during SUBtember 2025.

The discussion began when a viewer questioned the company’s marketing approach, estimating that the campaign’s minimum cost for T1-level subscriptions could exceed $360,000.

Riot Games Addresses Criticism Over VALORANT SUBtember Campaign Spending

The initiative is part of Twitch’s annual SUBtember event, which this year is presented by VALORANT in celebration of the VALORANT Champions Tour Finals held in Paris from September 12 to October 5.

The campaign rewards community engagement by offering an automatic gift subscription for every five gifted subs, with Twitch matching each set.

In a statement addressing the backlash, Riot clarified that the sponsorship aims to support the broader streaming ecosystem rather than focus solely on individual streamers.

The company emphasized that VALORANT’s participation is designed to strengthen connections within the gaming community, encourage engagement, and promote visibility ahead of its biggest esports event of the year.

Riot further noted that SUBtember’s benefits extend to all Twitch partners and affiliates, not just large creators, ensuring that the campaign contributes to the platform’s overall growth.

The developer reaffirmed its commitment to transparent and sustainable marketing practices within the esports industry.