In a move set to transform the esports travel experience, Stay22, a Montreal-based travel tech innovator, has announced a strategic partnership with Riot Games, the legendary developer behind League of Legends. The collaboration centers around the 2025 League of Legends Championship Americas (LTA), set to unfold at the Credit Union of Texas Event Center in Allen, Texas on September 27–28.
Seamless Integration for a Frictionless Fan Journey
The core of this partnership lies in Stay22’s Marketplace Access Points (MAP) technology, now embedded directly into Riot’s ticketing and content ecosystem. This integration means fans can book accommodations in real time—right from the page where they purchase their event tickets. This unified flow eliminates the fragmented process of jumping between tabs or search engines, offering a streamlined, all-in-one planning interface that reflects the fast, digital-first lifestyle of the esports community.
For fans who previously struggled with accommodation logistics, this is a game-changer. Whether booking from their smartphones or desktops, the MAP interface intelligently displays location-relevant hotels, short-term rentals, and more, anchored around the event venue. It’s more than just convenience; it’s precision targeting at the moment of peak intent.
The Birth of a Fan-Centric Philosophy
Malcolm Archer, Head of Sales and Partnerships at Stay22, reflects on the company’s deep roots in the esports scene. The MAP technology was born from real frustration—when one of Stay22’s co-founders couldn’t easily find lodging during a Counter-Strike tournament. That pain point evolved into a product now powering over one million trips in 226 countries.
Archer elaborates, “Partnering with Riot Games allows us to close the loop on the fan journey. It’s about more than finding a place to sleep—it’s about enhancing the experience around the event.”
Jeff Goodman, Enterprise Partnerships at Stay22, reinforces this user-first ethos: “We’ve built tech that meets fans where they are, at the right moment, and Riot Games shares that mindset. It’s a cultural fit and a technological fit.”
League of Legends Championship Americas: A Milestone Event
This year’s LTA Championship represents a landmark in North American esports. Hosted at a state-of-the-art arena just north of Dallas-Fort Worth, the Credit Union of Texas Event Center boasts over 6,275 fixed seats, expanding to 7,000+ with floor access. The venue is expected to welcome a sold-out crowd as the top teams from the LTA North and South conferences battle it out for the inaugural LTA Championship Trophy.
Beyond glory, the stakes are monumental. The winner will punch a ticket to the World Championship in China, an international showdown that draws millions of viewers worldwide and cements global rankings.
Booking Made Effortless: Tickets, Hotels, and the MAP Ecosystem
Tickets for the event opened via a Mastercard presale on June 14, with general availability launched on June 15. But this time, attendees can simultaneously book lodging using Stay22’s embedded interface. It’s not just about UX—it’s a fundamental redesign of how fans interact with events.
Instead of scouring multiple travel sites, fans can now:
- Visualize accommodations directly on a venue-centric map.
- Filter by proximity, pricing, and availability in real time.
- Reserve rooms instantly without leaving Riot’s ecosystem.
This shift recognizes that esports fans, often digital natives, value efficiency, mobility, and relevance. It respects their time—and in doing so, deepens their connection to the event.
Behind the Tech: Stay22’s Global Rise in Event Travel
Founded in 2016, Stay22 has quietly built a formidable travel-tech infrastructure. From modest beginnings, the company now boasts:
- $500 million GMV (Gross Merchandise Value) in 2024
- $25 million in annual revenue
- Over 3,500 active partners across media, blogs, and platforms
- More than one million trips booked worldwide
Stay22’s value proposition lies in monetizing the travel intent of content audiences, a business model tailor-made for esports, where high engagement meets passionate fandom. By embedding travel options into high-traffic platforms like Riot’s, Stay22 unlocks affiliate revenue while enhancing UX—a rare win-win in digital commerce.
Riot Games: Setting the Gold Standard in Esports
Few brands have the cultural cachet of Riot Games, creators of League of Legends and VALORANT. With an audience spanning continents and a massive viewership that regularly breaks streaming records, Riot doesn’t just make games—it curates global spectacles.
Their commitment to enhancing the fan experience has taken many forms, from advanced broadcast innovations to immersive in-game event tie-ins. Now, through this partnership with Stay22, Riot addresses a crucial offline touchpoint: travel logistics.
The company’s leadership understands that travel is a vital part of the event narrative. When fans journey to physical arenas, their pre-event planning shapes their emotional buildup. By integrating accommodation booking directly into their ecosystem, Riot is owning the fan journey from screen to seat.
Texas as an Esports Hub: The Rise of Allen and Beyond
The selection of Allen, Texas as host city reflects a broader trend: the American South’s emergence as a powerhouse in esports infrastructure. With easy access from Dallas-Fort Worth International Airport and robust local hospitality offerings, Allen provides the perfect mix of logistical accessibility and regional charm.
Texas’s growing influence in gaming events—from DreamHack Dallas to PAX South—signals a new geographic center of gravity in the North American esports scene. The state offers not just venues, but legions of fans and a growing pool of local talent, making it an ideal host for championship-level tournaments.
Fan-Centric Design as a Long-Term Strategy
What makes this partnership compelling is not just the technology—it’s the philosophy of fan empowerment. Stay22 and Riot Games are not merely solving logistical problems. They’re acknowledging that event travel is a core part of the fan identity.
In esports, where physical attendance still carries prestige and creates community, streamlining that journey fosters emotional equity. It deepens loyalty. It builds stories. It forges tradition.
As Stay22 plans to expand its offerings to future Riot events, the stage is set for broader adoption of embedded travel tools across the esports industry. What begins in Allen could become a template for global fan travel orchestration.
A Glimpse Into the Future of Esports Travel
This partnership between Stay22 and Riot Games represents more than tactical synergy. It signals a paradigm shift in how fans will experience esports moving forward. By integrating accommodation booking into the content and ticketing pipeline, Riot is removing barriers to attendance, increasing ticket conversions, and enhancing brand touchpoints.
For Stay22, it’s validation that their model—monetizing fan movement by embedding value where intent peaks—is scalable across verticals. For the esports industry at large, it’s a glimpse into what’s next: a connected, frictionless, fan-driven world where travel is no longer an afterthought but a defining part of the experience.
As September approaches, thousands of fans will descend on Texas for the LTA Championship. But thanks to this strategic alignment, their journey will start not in uncertainty, but with confidence, clarity, and a click.
