Naver Corporation Expands Esports Landscape... “Focusing on Growing the Ecosystem”

[Financial News] Naver Corporation is actively investing in the esports ecosystem through its streaming platform CHZZK, reshaping the market landscape. By securing an unprecedented partnership with Riot Games, the operator of League of Legends (LoL), Naver Corporation has ensured a stable supply of content. The company has also demonstrated strong momentum by successfully hosting large-scale proprietary esports tournaments.
According to the IT industry on the 19th, Riot Games announced the previous day that it had signed a comprehensive partnership with two companies—Naver Corporation’s CHZZK and SOOP—covering broadcasting rights for the domestic League of Legends Champions Korea (LCK) from next year through 2030. While specific contract terms remain undisclosed, the deal is reportedly the largest ever in the esports sector, comparable to those in Korean professional sports.
Under this partnership, domestic live broadcasts of the LCK, excluding international tournaments, will be available exclusively on Naver Corporation’s CHZZK and SOOP platforms for five years. While highlights and behind-the-scenes content will still be accessible on the official YouTube channel, all LCK content will be released first on these two official platforms.
Notably, Naver Corporation’s CHZZK has obtained the rights to rename the 'LCK Arena (LoL Park)' in Jongno-gu, Seoul, to 'CHZZK LoL Park.' This move reflects Naver Corporation’s strong commitment to providing esports fans with a seamless brand experience both online and offline. Building on this, the company plans to maximize user lock-in by planning exclusive content using LCK intellectual property (IP) and launching various integrated marketing campaigns across both digital and physical channels.
CHZZK is also accelerating efforts to strengthen its in-house content production capabilities. The platform demonstrated its foundational strength with the recently concluded Chzzk Cup, held on the 7th. This tournament featured not professional players, but former pro gamers and popular streamers, creating an influencer-driven event. High-profile streamers with large fan bases, such as Lalo and Ambition, were recruited, generating significant buzz. Importantly, the playoffs and finals were held offline at the Busan e-Sports Arena (BRENA), expanding the scale beyond just online competition.
The results were evident in the numbers. According to Naver Corporation, the Chzzk Cup attracted an average of approximately 2.7 million daily viewers during the event. Key metrics for streaming platform engagement, such as 'clips' (short-form videos), also surged. The number of clips created during the tournament was 2.2 times higher than usual, and clip views increased by 8.2 times. A Naver Corporation representative stated, “By securing broadcasting rights for major tournaments and events, we are enhancing the esports viewing experience. We plan to focus on expanding the ecosystem where content, technology, and community are organically connected,” adding, “We will continue to broaden touchpoints across online and offline channels, aiming to create an esports ecosystem where both streamers and users are fully satisfied.”
wongood@fnnews.com Joo Won-gyu Reporter