Rivalry, one of 47 operators licensed by the Alcohol and Gaming Commission of Ontario (AGCO), has launched Rivalry Magazine in an effort to appeal to more bettors. The magazine was introduced as a “company blog and creative portfolio,” which will help keep players informed about new initiatives from the operator.

As part of the launch, Rivalry announced the launch of its first “esports cult”, known as Rivalry’s Secret Society of Extraordinary Esports Betting (RSSOEEB), through Rivalry Magazine. You can join the “cult” through a link on the Rivalry Magazine site to receive access to giveaways, watch parties for games, and exclusive content. The RSSOEEB focuses on League of Legends and DOTA 2.

Many articles follow a similar tone, sticking to Rivalry’s philosophy of providing a “deeply customized ‘magazine’ from scratch instead of standing up a soulless blog page”. Other pieces include “Why we turned “Cash Out” into a chicken drumstick”, “Creating a culture that cooks”, and “Casino.exe: Why our casino is running on a 1990s PC”.

Rivalry launched in Ontario in 2022. The company has been operating since 2018 with licenses from international regulators like the Isle of Man Gambling Supervision.

While the Rivalry platform allows bettors to place traditional sports bets and play casino games, its main appeal is its esports betting. Rivalry launched a dedicated esports betting app in May 2023. At the time, Rivalry cited a 15% increase monthly for its esports betting in ON and that 97% of its active users were Millennial and Gen Z players.

As a part of its commitment to promoting esports betting, Rivalry is a member of the Esports Integrity Commission (ESIC), a non-profit organization set up in 2016 to protect the competitiveness of the esports industry.