Sections

Riot Games partners with blood bank to promote donation in the Netherlands

League of Legends players who donate blood through Sanquin will receive an in-game skin

In an effort to promote blood donation in the Netherlands, Riot Games has partnered with blood bank Sanquin to offer an in-game skin to players who donate blood.

The promotion plays on the idea of a person getting "first blood," or the first kill in a League of Legends match, by urging players to donate blood for the first time through Sanquin. The campaign goes through December, and anyone who goes to their first Sanquin appointment during that time will receive a Blood Moon Thresh skin in-game.

"Anybody who has watched the EU LCS can tell you that securing First Blood is one of the most important objectives on the Rift," reads the blog post announcing the partnership. "Similarly, donating blood in real life is crucial for those in need, which is why we've partnered with Sanquin. The organisation is responsible for the blood supply in the Netherlands and is on a mission to combat the concerning decrease in blood donor numbers. Now, players are encouraged to go for their first blood donation with #MyFirstBlood, not to win their own game, but to help thousands of others in the battle for their lives."

In addition, Sanquin will be the sponsor for the first Dutch-language broadcast of the EU LCS Summer Finals, which take place in early September.

Related stories

Riot Games: "Before we take on football, we have to be humble"

League of Legends European Championship makes less revenue than a German second division football team, Riot's Alban Dechelotte said at Esports BAR Cannes yesterday

By Matthew Handrahan

Riot Games updates company values following "bro culture" toxicity claims

Developer says new values are a "guide for who we want to be"

By Haydn Taylor

Latest comments

Sign in to contribute

Need an account? Register now.