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The Esports World Cup Foundation is collaborating with Amazon and Amazon Web Services to bring the Esports World Cup action closer than ever before to millions of fans worldwide by leveraging advanced technologies to create immersive and interactive experiences. 

The collaboration combines Amazon’s retail expertise and AWS cloud technology to create a seamless connection between shopping, entertainment and competitive gaming throughout EWC tournaments, running from July 7 until Aug. 24 in Riyadh. Amazon is transforming how youth engage with their favorite esports content by providing a one-stop experience to shop, stream, and be entertained on Amazon.sa and Amazon.ae. 

As the exclusive cloud partner of the Esports World Cup, AWS is powering a next-generation viewing experience through advanced cloud technology and machine learning capabilities. AWS is delivering AI-powered live match insights, including win probabilities and player heat maps, automated highlight generation tailored to fans’ favorite moments, and interactive dashboards for real-time statistics. 

“Technology is central to how we grow the Esports World Cup, both in terms of scale and its impact,” said Francois Desir, senior manager, sponsorships at the Esports World Cup Foundation. “With AWS, we’re combining world-class compute and analytics services with creative storytelling and real-time engagement. It’s a partnership that bridges performance and play, creating unforgettable moments for fans, whether they’re stepping into the Amazon Arena in Riyadh or following the action at home.” 

As the global e-commerce partner of EWC, Amazon is recognizing esports fans and players with “Hero’s Corner,” a first-of-its-kind online destination that brings together AI-powered immersive entertainment, exclusive shopping deals, and live tournament streams in one place in ������Ƶ and the UAE. The digital experience is also amplified through on-ground activations at Riyadh Boulevard.

At the heart of this collaboration are four signature experiences that reimagine how fans engage with the tournament:

• Hero’s Gate: A first-of-its-kind activation available to visitors at Riyadh Boulevard and online in the Kingdom and UAE On-site visitors will step into an immersive fantasy world, enjoying interactive experiences and photo opportunities. Each participant will receive a personalized cinematic trailer starring their personalized hero. Fans across the region can access the digital version online, creating their own avatar as they embark on a quest to Hero’s Gate. 
• Amazon Esports Arena: A premier gaming venue at Riyadh Boulevard where thousands of fans will witness the world’s top pros compete in live game finals. Visitors will experience the electrifying atmosphere as 2,000 elite players and 200 clubs from over 100 countries battle for glory across 25 tournaments and a record-breaking $70+ million prize pool. Each tournament promises unforgettable moments of competitive gaming at the highest level.
• Amazon post-match interviews, presented by AWS: A unique interview series that brings audiences closer to the tournament’s most intense moments. Viewers can experience real-time analysis and statistics from experienced gamers, while pro players share their post-match reactions. Each segment captures the raw emotion and strategic thinking behind the matches, exclusively available through tournament broadcasts.
• Exclusive deals and discounts: A dedicated shopping experience for youth and gamers in the Kingdom and UAE, which brings together the best deals in one place. Visitors will discover premium gaming gear, best-in-class electronics, snacks, fashion, and lifestyle products through the curated Hero’s Corner. The “EWC Hub” allows fans to stream the EWC tournament action live while shopping for pro gaming gear. Amazon.sacustomers can enjoy 20 percent off up to SR100 ($27) on selected products when using Mastercard credit or prepaid cards with code MC100 at checkout.
• Prime Video entertainment: An exclusive content offering available on Prime Video takes viewers behind the scenes of competitive gaming. Viewers will experience the world of professional esports through “EWC Level Up,” a captivating docuseries directed by renowned filmmaker R.J. Cutler. The series reveals intimate stories of the biggest esports stars and the high-stakes world of competitive gaming, with all episodes now streaming on Prime Video.

“With over 23.5 million gamers and a gaming market valued at $2.3 billion, ������Ƶ stands as one of the world’s fastest-growing gaming markets,” said Fahad Bahdailah, head of communications, Amazon ������Ƶ. “We’re excited to be part of Saudi’s growing gaming ecosystem, offering our Amazon.sa community enhanced localized experiences that bring fans closer to the action than ever before, while giving youth something special to look forward to this summer.”