The central idea of the project was to show potential employees and employers how useful gaming skills can be as an indicator of a good functioning employee. To show that the intrinsic motivation that someone has to game, can translate to intrinsic motivation for a job. This idea is rather revolutionary, but also comes with a few challenges.
Our challenges:
How can we translate gaming skills to job skills?
For which jobs would gaming skills be useful?
How would we convince gamers that their gaming skills can be used for more than gaming?
How can we convince employers that gaming skills are a good indicator for the proficiency of a future employee?
Finding sponsors
A project like this cannot be feasible without sponsors. People and companies that support our ideas and the League of Legends scene. Even when we applied for the license we already had a vote of confidence from, now our main sponsor, TransIP. This company helps people with ideas and dreams make them reality by providing internet services like web hosting and VPS. This co-aligns with our ideas of helping players make their dreams come true. It also helped that they’re just as nerdy and passionate for League as we are.
Pair this with sponsors provided by the League, like KitKat, and companies that we work with more often in Red Bull and Vimexx, and we had our finances in order for year one. Esports does not exist without people willing to invest money and we are incredibly thankful that they believe in the Benelux League of Legends scene and in our approach to it.
A brand new brand
The previous tournament organizer made it clear that we could not use their assets, so we had to create a new brand from scratch. A new name, a new style, a new philosophy. And we got there. Together with TransIP we thought of the name: the TransIP Road of Legends. A path walked by the players and teams alike in their dreams of becoming legendary.
Every idea needs a style, and it were our friends Kevin and Peter who provided us with that style. The fresh but modern look with blue, white and lime green gives a professional but playful impression. For more information about the designs, check out their portfolio.
And then the philosophy: Everything Counts. We don’t want players or teams to do stuff that doesn’t matter. That’s not worth their time. We designed the tournament format in such a way that every match you play has meaning. This makes it more fun for the players playing it and for the audience as well.
Attracting new viewers
In June 2025 we finished our second season of the TransIP Road of Legends. Viewership has stabilized, but we know that there are thousands, if not tens of thousands, more League of Legends fans in the Benelux. Which is why our next challenge is to reach them, to make them as enthusiastic about the league as we are. This is not easy and we will have to be creative, but that never stopped us before and it will not stop us now.
Final thoughts
Within one month we have created a brand new brand, including name, style, philosophy and community. We are incredibly proud of that and have seen results reflecting our efforts. Because of this project we have strengthened our connection to Riot Games and other large brands, making us an even more impactful player in the field.
Cases.
(2016-25©)
