Amazon and EWC partner to bring esports into everyday life
Esports’ position as the premier entertainment of the digital generation is growing stronger, and the monetisation of sports gambling is becoming more and more comfortable. On 4 June 2025, the EWC Foundation and Amazon announced a strategic partnership to expand the tournament’s viewership. The integration of the Esports World Cup (EWC) with the corporation’s services will expand engagement opportunities on the global stage over the next three years.
The agreement is a continuation of the collaboration for the first EWC 2024 event, when Amazon launched the tournament hub at its outlets. The competition will now be streamed on Twitch, Prime Video, Alexa and Wondery platforms. The agreement also includes customised branded activations for viewers.
EWC’s comprehensive global reach
According to EWC’s official statement, the companies aim to expand their reach in key regions, including the US, Europe, Brazil, Mexico, the Middle East and North Africa, Turkey, India, and Canada. The collaboration will utilise the capabilities of all of the corporation’s online services. There will be live streaming on Twitch, original series on Prime Video, voice integrations on Alexa and music stories on Wondery.
In turn, EWC is creating an esports culture festival that brings together the gaming and esports communities. Live music, retro arcades, cosplay, creator presentations and other meaningful events for fans accompany the competition. Together, the companies intend to make esports a mainstream entertainment experience for a new generation. Thus, there is an increasing likelihood of a shift from competitions and related stories to social interaction and purchasing.
From tournaments to culture: expanding esports reach
The main event of EWC 2025 will take place from 7 July to 24 August in Riyadh, the capital of Saudi Arabia. It will bring together top players and clubs from more than 100 countries to compete in tournaments across 24 games for a record prize fund of $70 million. It is part of the country’s efforts to develop esports as part of its Vision 2030 strategy. With Amazon’s advertising and entertainment services, expanding the global reach of the EWC tournament is assured.
According to Mike McCabe, chief operating officer of the EWCF, esports is redefining how a new generation consumes entertainment: ‘always online, always accessible and deeply social.’ Together with Amazon, the Foundation is bringing this discipline into the everyday digital lives of millions, ‘creating immersive multimedia experiences that are shaping its place in global culture,’ McCabe continues.
Rayan Karaki, Managing Director of Amazon Ads EMEA and South East Asia, is excited to continue working with the EWCF to shape the perception of this culture globally and create additional value for brands. Karaki said the initiative supports the Kingdom’s position as a leading global esports centre and Vision 2030’s ambition to become a leader in digital entertainment and technology.
Saudi Arabia’s efforts to develop a new discipline
The Middle East has seen significant interest in the esports industry, with governments and private companies investing in infrastructure, including gaming zones, arenas and global tournaments. Gaming revenues in the Middle East and Africa are expected to be around $7bn in 2023, and Saudi Arabia has become an essential player in this achievement. The country is home to 23.5 million gaming enthusiasts, accounting for 67 per cent of the population.
According to Abdulrahman Kanafani, consulting partner for PwC Middle East, high mobile and digital penetration, a large youth population, and strong support from Middle Eastern governments have created a favourable environment for the development of a new discipline in the region.
‘No longer just a source of entertainment, it has now become a cultural and economic force that has led to the emergence of professional players, teams, leagues and significant cash prizes. Given Saudi Arabia’s strategic focus on attracting youth and developing talent, the country aims to capitalise on this growing momentum in the esports industry,’ concludes Kanafani.
This article was first published in Russian on 12 June 2025.
