MelBet Partners & Affiliates readies for League of Legends Worlds 2025

From October 14 to November 9, one of the biggest esports events of 2025 — League of Legends Worlds — will take place in China. "With top-tier teams, influencers, hype, and huge betting interest, affiliates simply cannot afford to miss this opportunity," said MelBet Partners & Affiliates.

"All our partners know that events like this are not to be skipped. The popularity of such tournaments grows every year. Just last year, the final broadcast broke records — nearly 7 million viewers! And all of them are your target audience — the kind you can and should work with," commented a representative.

In CIS countries, interest in LoL Worlds 2025 will be especially high due to the rapid growth of esports, driven by a young and digitally active audience.

Kazakhstan, Uzbekistan, Kyrgyzstan, and Tajikistan are among the regions with the fastest-growing mobile internet penetration and TikTok/Telegram communities. The average player age is 18–30, which aligns perfectly with the core fanbase of League of Legends.

According to Melbet, for this audience, LoL Worlds isn’t just a tournament; it’s a "world championship" that sets the tone for memes, highlights, and bets.

"Add to that the favourable time zone factor and the growing interest in online esports betting, and we have an event that is bound to be a top traffic and engagement trigger in these countries," Melbet said.

LoL Worlds 2025 as a traffic and deposit driver

The main reason is the number of audience engagement opportunities available to webmasters between October 14 and November 9. The tournament spans several stages and cities across China, providing enough time to prepare a solid marketing plan, craft engaging creatives with top match moments, and famous players.

League of Legends has been one of the most popular games in the world for years. Its tournaments and major events consistently trigger spikes in activity among bettors and fans. According to MelBet’s internal analytics, the target audience can be described as:

• Young, engaged, high-LTV users aged 18–30
• Already warm: they know how to place sports bets
• Easy to segment by favourite players and teams
• Prefer live betting for high odds
• Use smartphones as their main device for betting

MelBet Partners & Affiliates analysed the results of creatives and formats launched in 2024 and the first half of 2025. Based on this, they’ve identified the key tactics that lead to maximum ROI:

• Creatives referencing teams and memes. Using well-known scenes featuring BrokenBlade, Kiin, Mireu, or memes about T1 or infamous G2 losses boosts ER and CTR by 2–3x.
• Gamified funnels. Quizzes like “Guess the winner of Worlds 2025” leading into a betting offer work significantly better than standard landers.
• Native integrations via Telegram bots. The user receives a prediction, makes a choice, and proceeds to register — CR to registration is much higher.

LoL Worlds 2025 kicks off in October. "It's best to start warm-up and traffic launch well in advance — ideally at least two weeks before the Play-In stage," the company said. The schedule is as follows:

• Play-In (Beijing): October 14
• Swiss Stage (Beijing): October 15–25
• Knockout (Shanghai): October 28 – November 2
• Final (Chengdu): November 9

"Launching your campaign early allows affiliates to test hypotheses, identify the most effective creatives, and secure priority on budgets and caps," Melbet concluded.