Esports World Cup expands creator programme with $2 million pool

MUMBAI: The next big esports battle may not happen in the arena, it could be unfolding in a creator’s livestream window. The Esports Foundation (EF), organiser of the Esports World Cup (EWC) and the Esports Nations Cup (ENC), has opened applications for its 2026 Creator Programme, doubling down on a co-streaming strategy that has become one of esports’ most powerful audience-growth tools.

Backed by $2 million in rewards, the initiative aims to expand to 5,000 creators worldwide, up from the 3,500 co-streamers who helped drive EWC viewership growth in 2025. The programme will run across both the Esports World Cup 2026 in Paris and the inaugural Esports Nations Cup 2026 in Riyadh, positioning creators at the heart of how competitive gaming reaches new audiences.

The move reflects a broader shift in media consumption, where fans increasingly prefer personalised viewing experiences delivered through creators they already follow and trust, rather than relying solely on official broadcasts.

“This isn’t just an esports trend; it’s a media trend,” said Wasae Imran, Director of Broadcast & Distribution at the Esports Foundation. He noted that audiences today want greater control over how they consume content, whether in sport, music, news or entertainment, and that esports is leading that transformation.

Under the programme, approved creators will be able to co-stream tournaments, complete platform missions and climb competitive leaderboards through a gamified Battle Pass system. Rewards range from gift cards, gaming gear and consoles to streaming-platform perks and invitations to major esports events.

The initiative supports creators across several leading streaming platforms, including Twitch, YouTube, Bilibili, Huya and CHZZK, among others.

The Creator Programme will also play a key role in the inaugural Esports Nations Cup 2026, giving streamers an opportunity to rally communities around national teams in what EF describes as the first nation-based competition of its kind.

Beyond incentives, the Foundation is investing in tools designed to make co-streaming easier and more rewarding. These include tournament access, discoverability features and platform integrations aimed at helping creators grow their audiences while expanding esports’ global reach.

The programme arrives as the Esports World Cup prepares for its most ambitious edition yet. Scheduled to take place at Paris Expo Porte de Versailles from 6 July to 23 August 2026, the tournament will bring together more than 2,000 players and 200 clubs from over 100 countries.

Competitors will battle across 25 tournaments spanning 24 games, with a record-breaking prize pool exceeding $75 million, making it one of the richest events in competitive gaming history.

For EF, however, the biggest prize may not be measured in dollars. By turning thousands of creators into broadcasters, the organisation is betting that the future of esports growth lies not just in the games themselves, but in the communities that gather around them.