From augmented reality and camera technology to creators and Snap Map experiences, Snap is bringing fans closer to the Esports World Cup than ever before, on and off the platform.
Riyadh/Paris – Thursday July, 2026: Snap Inc. and the Esports Foundation today unveiled Snap’s largest Esports World Cup (EWC) activation to date, bringing a suite of immersive experiences to the world’s largest esports event as it arrives in Paris from July 06 through August 23. Building on its ongoing partnership with the Esports Foundation, Snap is connecting communities with EWC 2026 through AR, creator content and interactive venue experiences across the event.
Snap’s CamKit technology has been also integrated into the video boards across the arenas, allowing fans attending the event to interact with Snapchat Lenses during live competitions, including a custom Esports World Cup Lens created exclusively for the event.
Throughout the tournament, Snapchatters will be able to engage with the EWC through a range of experiences, reflecting the role creators and fans play in esports that defines the culture surrounding every game:
- A dedicated Esports World Cup AR experience on Snapchat.
- Venue experiences on the Snap Map, helping attendees discover key locations, fan fest zones and activities across the Esports World Cup 2026 venue.
- Interactive AR Mirror activations, providing fans with immersive and shareable experiences throughout the event.
Together, Snapchat and EWC 2026, are bringing together some of the biggest creators to produce daily content, match reactions and behind-the-scenes coverage from across the tournament.
Hussain Alhajjar, Head of MENA Partnerships, Snap Inc., “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. 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 Corporate Marketing, Campaigns and PR, “The Esports World Cup is shaped by its communities. Every one of those communities has its own identity, expressed through language, humor, 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. Our partnership with Snap celebrates that creativity and gives communities new ways to share it with the world.”
The EWC 2026 will bring together more than 2,000 players from around the world across 25 tournaments, competing for a record-breaking $75 million prize pool. Taking place over seven weeks, the event has become one of the largest celebrations of gaming and esports globally, bringing together every major esports community on one global stage. Each has developed its own creative identity through players, creators, talent and fans who shape the culture around every game. As Paris hosts the first international edition of the EWC, the partnership celebrates the community creativity as part of the live event.
About Snap Inc.
Snap Inc. is a technology company. We believe the camera presents the greatest opportunity to improve the way people live and communicate. Snap contributes to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together. The Company operates Snapchat, a visual messaging app that enhances your relationships with friends, family, and the world, and Specs Inc., a wholly-owned subsidiary dedicated to making computing more human, in addition to Bitmoji, Saturn, and other digital services.
About The Esports World Cup:
The Esports World Cup (EWC) is a premier annual sporting event and global celebration of competitive excellence and esports fandom. The competition features a unique cross-game format that pits the world’s top esports Clubs against one another for the largest prize pool in esports history. Hosted in Paris, France, in the summer of 2026, the EWC will bring gaming and esports communities together again to crown the next Esports World Cup Club Champion. esportsworldcup.com
