The world’s largest esports festival is underway, offering Arabic-speaking fans interactive access, creator watch parties, and exclusive rewards through a dedicated in-app campaign.

Riyadh, Saudi Arabia – 28 July 2026 – Bigo Live, the leading global social livestreaming platform, is bringing the Esports World Cup (EWC) 2026 closer to MENA gaming communities through its role as an official content partner. With tournament action already underway, fans can access tournament livestreams, interactive viewing experiences, and community-driven engagement through the platform.

Following a spectacular opening ceremony in Paris on 8 July, EWC 2026 is bringing together more than 2,000 players and 200 clubs from over 100 countries, with a prize pool of USD 75 million. The seven-week competition has already captured global attention.

Gaming and interactive entertainment continue to gain momentum across the Middle East and North Africa (MENA). This growing regional appetite was evident at the Dubai Esports and Games Festival, which welcomed more than 43,000 attendees to its largest edition earlier this summer. Against this backdrop, Bigo Live’s EWC activation focuses on leading mobile esports titles that resonate strongly with regional players, including Mobile Legends: Bang Bang (MLBB), Honor of Kings, and PUBG Mobile.

“We are proud to serve as an official content partner for the Esports World Cup 2026, an event that sets a new standard for competitive gaming,” said Khaldoun Mahmoud, Government Relations Director, Middle East & North Africa, BIGO Technology. “Our goal is to make esports viewing a truly interactive and communal experience. By bringing world-class tournament action to Bigo Live, we are empowering regional creators, celebrating the passion of MENA’s gaming communities, and demonstrating our continued commitment to the future of digital entertainment.”

Bigo Live is supporting the tournament with an integrated programme that combines always-on platform visibility, interactive viewing experiences, and community-driven engagement. Across the app, premium placements, dedicated event pages, opening screens, tournament schedules, and timely notifications help fans discover the matches and moments most relevant to them throughout each stage of the competition.

Coverage moves beyond a conventional broadcast through creator-led Special Streams and Watch Parties, where multilingual conversation, live reactions, and shared commentary allow fans to experience major matches together. Match predictions, tournament discussions, EWC-themed giveaways, and custom entrance effects encourage fans to participate throughout the competition.

The activation also extends across Bigo Live’s social channels, with content timed around each major tournament phase and ceremony. This coordinated approach carries the conversation beyond individual match streams and keeps regional fans connected throughout EWC 2026.

With the MLBB Mid Season Cup (MSC) currently running until 1 August, the schedule continues with the Honor of Kings World Cup from 30 July to 8 August, and the PUBG Mobile World Cup from 6 to 16 August, leading up to the Closing Ceremony on 23 August.

Fans can join the action, follow their favorite teams, and connect with creators by accessing the dedicated EWC livestream rooms within the Bigo Live app.