As brands compete to capture fan attention beyond the livestream, Snap is using the Esports World Cup (EWC) in Paris to showcase the future of fan engagement: a mix of augmented reality, creators and interactive experiences built around communities.
The move is particularly relevant for the GCC, where gaming has become one of the fastest-growing entertainment ecosystems. Saudi Arabia, in particular, has positioned itself as a global hub for esports through major investments in gaming infrastructure, events and the wider creator economy.
Through an expanded partnership with the Esports World Cup Foundation, Snapchat is rolling out creator-led content, AR experiences and interactive venue technology at this year’s tournament, reflecting a wider shift in sports and entertainment marketing. Platforms are moving beyond traditional sponsorships to become part of the fan experience itself.
Running from July 6 to August 23 in Paris, the Esports World Cup 2026 brings together more than 2,000 players across 25 tournaments, competing for a record-breaking $75 million prize pool. The tournament follows the rapid growth of the event since its launch in Riyadh, where gaming has become a key pillar of Saudi Arabia’s ambitions to build a global entertainment economy.
At the centre of Snap’s activation is the integration of its CamKit technology into arena video boards, allowing fans to interact with Snapchat Lenses during live competitions. Snapchat has also developed a dedicated Esports World Cup Lens, alongside AR Mirror experiences and Snap Map features designed to help fans navigate venues, discover fan zones and share their experiences.
The platform is also tapping into the creator economy, bringing gaming creators into the heart of the tournament through daily content, match reactions and behind-the-scenes coverage.
For marketers across the GCC, the partnership highlights a growing opportunity: gaming is becoming a cultural space where brands can build communities rather than simply buy visibility. As younger audiences increasingly engage through creators, platforms and interactive experiences, esports is emerging as a new channel for storytelling, brand partnerships and audience participation.
“Gaming is one of the most active and engaged communities on Snapchat, particularly in Saudi Arabia where millions of Snapchatters engage with gaming content every month,” said Hussain Alhajjar, Head of MENA Partnerships at Snap Inc.
“The Esports World Cup has quickly established itself as one of the defining moments on the global gaming calendar, and we’re excited to bring our biggest activation yet to Paris, creating new ways for fans to connect with the competition, creators and culture that make esports unique.”
AbdulKareem Niazi, Director of Corporate Marketing, Campaigns and PR at the Esports World Cup Foundation, said the partnership reflects the role communities play in shaping esports culture.
“Every one of those communities has its own identity, expressed through language, humour, traditions and its own way of celebrating the games it loves. Bringing them together in Paris is what gives EWC the character that carries far beyond the competition itself.”
As Saudi Arabia continues to invest in gaming, esports and digital entertainment, partnerships like Snap and EWC show how the next phase of sports marketing will be built around participation, creators and community-driven experiences.
