In the evolving landscape of competitive Counter-Strike 2 (CS2), few partnerships have captured the spirit of grassroots esports quite like the collaboration between Rivalry and Mohan "Launders" Govindasamy. Back in April 2024, the sports betting and media company joined forces with the CS2 legend to host Launders LAN 2, a tournament that promised to blend high-level competition with a uniquely creative atmosphere. As we look back from 2026, that event stands as a testament to Rivalry's innovative approach to esports investment, one that prioritizes community, creativity, and sustainable growth over mere financial transactions. The story of this partnership, and the vision of Rivalry co-founder and CEO Steven Salz, offers valuable insights into how esports can be nurtured from the ground up.
The Man Behind Rivalry: Steven Salz's Journey
Steven Salz's passion for gaming began long before he entered the corporate world. Growing up in Toronto, he attended events like Fan Expo and Major League Gaming tournaments with his twin brother, immersing himself in the competitive scenes of Rainbow Six Siege and Halo. That enthusiasm never faded; it simply evolved. While working in finance, Salz noticed striking parallels between the trading of CS:GO skins and financial markets. This realization sparked an idea: to merge his career with his love for gaming. Teaming up with the founders of Loot Market, an online marketplace for Dota 2 and CS:GO items, he explored the concept of a regulated gambling platform rooted in esports. In 2018, Rivalry was born.
Salz didn't build Rivalry alone. He partnered with Ryan White, who happened to be in Toronto at the time, and Kevin Wimer, a former professional StarCraft player in Korea. Together, they combined their expertise to create a platform that would not only cater to bettors but also give back to the esports ecosystem. "We came together in 2006 to originally invest to grow Loot Market more and then also invest in the esports ecosystem," Salz recalled in an interview with esports.gg. That collaborative spirit would later define Rivalry's approach to partnerships.
FragFest: The Precursor to Launders LAN
Before Launders LAN 2, Rivalry tested the waters with FragFest, a CS2 LAN held in January 2024 at the Red Bull Gaming Studio. Despite operational hurdles such as power shortages and physical setup challenges, Salz considered the event a success. What surprised him most was the grassroots nature of the tournament: players brought their own gaming setups, and the social aspect—epitomized by casual ping pong matches—proved just as valuable as the competition itself. "Folks worked together to get the tournament going," Salz noted. This experience laid the groundwork for a more polished and ambitious event.
Launders LAN 2: Improvements and Innovations
For Launders LAN 2, scheduled for April 20-21, 2024, Rivalry aimed to elevate every aspect of the event. Salz promised significant improvements in operations, logistics, and activations. The tournament would feature Launders' own merchandise, numerous giveaways, and setups for casual games like Mario Party and Mario Kart. The goal was to replicate the social magic of FragFest while delivering a smoother experience. "We expect better production value, less technical difficulties and errors," Salz said. "A lot less hiccups."
Here's a quick look at the enhancements planned for Launders LAN 2:
🎮 Launders LAN 2 Improvements:
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🛒 Launders merchandise
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🎁 Numerous giveaways
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🎲 Mario Party and Mario Kart setups
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📺 Enhanced stream production
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🎨 Quirky Alice in Wonderland theme
The livestream experience was also a priority. Rivalry planned giveaways and content pieces tailored to the online audience, making them feel like part of the LAN. The broadcast would embrace Rivalry's signature quirky aesthetic—a "very thoughtfully bizarre" world inspired by Alice in Wonderland. "Even like the HUD and everything," Salz explained. "We're trying to represent that as much as we possibly can on the actual broadcast." This creative approach set Launders LAN apart from typical esports events, offering a unique viewing experience that resonated with fans.
Rivalry's Partnership Philosophy
What makes Rivalry's collaboration with Launders stand out is the company's philosophy toward creators. Salz emphasized that Rivalry aims to create value beyond financial incentives. "We will invest in your ideas and the things that you're looking to do," he stated. "It's not just going to be us giving you a bunch of money and you go run the whole thing." Instead, Rivalry offers creative and logistical support, helping partners execute their vision at a high level. For Launders, a Toronto native passionate about developing grassroots esports, this was a perfect fit. "We understand your brand, understand your community," Salz said. This approach mirrors Red Bull's strategy in extreme sports, where brand integration and athlete support go hand in hand.
Growing Esports Globally
Salz's ambitions extend far beyond Canada. While growing the Canadian CS2 scene is a priority, he aims to expand Rivalry's global reach, building on its presence in Ontario, South America, and Southeast Asia. The company's business strategy is anchored in gambling, which Salz views as a scalable and profitable model that can sustain long-term investment in esports. "At the end of the day, it has to make financial sense," he explained. "If it makes financial sense, that means it's sustainable. If it's sustainable, that means people will continue to receive a product that they want." This pragmatic yet community-focused approach has allowed Rivalry to support events like Launders LAN while ensuring its own longevity.
The Legacy in 2026
As of 2026, the impact of Launders LAN 2 and Rivalry's partnership model continues to ripple through the CS2 community. The event demonstrated that grassroots tournaments can thrive with the right mix of competition, creativity, and community engagement. Rivalry's willingness to invest in creators' ideas, rather than simply writing checks, has set a new standard for esports sponsorships. For Salz, the journey is far from over. With plans to enter new markets and deepen existing ones, Rivalry remains committed to fostering sustainable esports ecosystems. The collaboration with Launders was more than a one-off event; it was a blueprint for how brands and creators can work together to elevate the entire scene. As CS2 continues to evolve, the lessons from Launders LAN will undoubtedly inform future endeavors, proving that financial sense and genuine passion can coexist.