Bigo Live has locked-in an official content partnership for the Esports World Cup 2026, giving gaming communities across North Africa and the Middle East a proper home in which to follow the tournament. The deal comes at a time when esports viewership across MENA is growing fast.
Instead of targeting the full EWC schedule (because that would be crazy), the partnership is aimed at PUBG Mobile, Mobile Legends: Bang Bang and Honor of Kings, probably because audience interest in the region is strongest around those three titles. What’s more, the smaller scope gives Bigo Live a sharper activation to build around rather than spreading itself thin across all 25 titles at the event.
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