NEW DELHI: In a move poised to reshape the global esports landscape, the Esports World Cup Foundation (EWCF) has announced a landmark three-year strategic collaboration with Amazon Ads. The partnership will merge the scale and innovation of Amazon’s digital platforms — including Twitch, Prime Video, Alexa, and Wondery — with the excitement and reach of the Esports World Cup (EWC), returning to Riyadh, Saudi Arabia, from July 7 to August 24, 2025.
By integrating esports into mainstream entertainment channels, this alliance aims to create immersive fan experiences, broaden global viewership, and offer brands innovative ways to connect with new audiences.
A New Era for Esports Entertainment
“With Amazon, we are bringing esports into everyday digital lives for millions of people around the world — whether you’re catching highlights on Prime, or a livestream on Twitch, or asking Alexa for updates – creating an immersive, multimedia experience that’s shaping its place in global culture,” said Mike McCabe, Chief Operating Officer at the Esports World Cup Foundation.
The collaboration builds on the success of the 2024 Esports World Cup, which introduced the Esports World Cup Hub on Amazon.sa and Amazon.ae, drawing fans from across the Middle East and beyond. In 2025, the partnership will expand across key international markets including the United States, Europe, Brazil, Mexico, MENA, Turkey, India, and Canada.
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Multi-Platform Fan Engagement
As part of this expanded vision, Amazon and EWCF will roll out new content and interactive formats:
- Twitch will stream live EWC matches and tournaments to millions worldwide.
- Prime Video will feature an original docuseries chronicling player journeys, behind-the-scenes drama, and exclusive tournament footage.
- Alexa will offer real-time voice updates, enabling fans to ask for scores, schedules, and club info.
- Wondery, Amazon’s podcast network, will deliver immersive audio storytelling that explores gaming culture, music, and player stories.
“We are excited to continue our collaboration with EWCF to shape how esports is experienced globally,” said Rayan Karaky, Managing Director for EMEA & Southeast Asia at Amazon Ads.
“Our collaboration will power immersive fan experiences across multiple touchpoints and create exceptional value for brands. Through our global services — Twitch, Prime Video, Alexa and Wondery — we will take world-class esports content from Saudi Arabia to the world.”
Karaky added that the initiative aligns with Saudi Arabia’s Vision 2030, which includes positioning the Kingdom as a global hub for digital entertainment and technology.
More Than Just Games
The Esports World Cup 2025 is set to be the largest in history, featuring 2,000 elite players, 200 Clubs, and 25 tournaments across 24 games — all competing for a record-breaking $70+ million prize pool.
Held alongside the tournaments, the EWC Festival will transform Riyadh into a celebration of gaming and geek culture, with live music, anime cafés, cosplay competitions, retro arcades, creator studios, and more.
The three-year agreement also opens up significant opportunities for brand partners, offering access to Amazon’s full-funnel advertising solutions — from programmatic campaigns to exclusive branded content and retail tie-ins.
Shaping the Future of Competitive Gaming
“Esports is redefining how a new generation consumes entertainment – always on, always accessible, and deeply social,” said McCabe.
“This partnership with Amazon is not just about streaming content — it’s about building a global movement where gaming is celebrated as a legitimate and mainstream form of cultural expression.”
