Bigo Live Becomes Official Content Partner for Esports World Cup 2026 in MENA

Livestreaming platform Bigo Live has been named an official content partner for the Esports World Cup (EWC) 2026, launching a dedicated campaign aimed at esports fans across the Middle East and North Africa (MENA).

The partnership will see Bigo Live stream selected Esports World Cup matches, host creator-led watch parties, and introduce interactive features designed to engage viewers throughout the tournament. Rather than covering all 25 game titles featured at EWC 2026, Bigo Live's activation will focus on three of the world's most popular mobile esports: Mobile Legends: Bang Bang, Honor of Kings, and PUBG Mobile.

The collaboration reflects the continued growth of mobile esports in the MENA region, where publishers, tournament organizers, and streaming platforms continue investing in localized content for regional audiences.

Bigo Live Expands Interactive Coverage for Mobile Esports

As part of the partnership, Bigo Live will offer more than traditional match broadcasts by placing creators at the center of its Esports World Cup coverage.

The platform plans to host multilingual watch parties where creators can provide live commentary, reactions, and discussions as tournament matches unfold. The initiative is intended to create a more community-driven viewing experience for Arabic-speaking and multilingual audiences throughout the region.

Bigo Live will also integrate several in-app features to support the tournament, including dedicated event pages, tournament schedules, notifications, premium placements, and launch screen promotions.

Viewers will also be able to participate through match predictions, tournament discussions, and Esports World Cup-themed giveaways, creating additional opportunities for engagement beyond simply watching the competition.

The company said the partnership is designed to connect regional gaming communities with the players, matches, and conversations surrounding the Esports World Cup in the languages they use every day.

Mobile Esports Continue Driving Growth Across MENA

Bigo Live's decision to center its campaign around Mobile Legends: Bang Bang, Honor of Kings, and PUBG Mobilereflects the growing popularity of mobile esports throughout the Middle East and North Africa.

The region has become an increasingly important market for competitive gaming, supported by rising tournament participation, expanding creator communities, and growing investment from publishers and event organizers.

According to Bigo Live, that momentum was evident during this year's Dubai Esports and Games Festival, which attracted more than 43,000 attendees, setting a new attendance record for the event and highlighting the continued demand for gaming and esports experiences across the region.

Khaldoun Mahmoud, Government Relations Director for the Middle East and North Africa at Bigo Technology, said the partnership is intended to make esports viewing more interactive while supporting creators across the region.

"The partnership is designed to make esports viewing interactive and communal while supporting regional creators and celebrating MENA gaming communities."

Esports World Cup Expands Its Global Broadcast Network

Bigo Live joins a growing list of media partners supporting the Esports World Cup's international broadcast strategy.

Across different regions, tournament organizers have partnered with local broadcasters and streaming platforms to deliver content tailored to specific audiences. In France, France Télévisions is airing a daily highlights program dedicated to the tournament, while OTP (One Trick Production) holds the French-language broadcast rights for several major titles. In South Korea, Naver's CHZZK secured exclusive Korean-language streaming rights for all 25 Esports World Cup games.

The addition of Bigo Live further strengthens the tournament's presence in the MENA region, particularly among mobile gaming audiences that continue to play a significant role in esports' global growth.

As the Esports World Cup continues attracting viewers from around the world, partnerships with regional content platforms are becoming an increasingly important part of delivering localized coverage and building stronger connections with fans.

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