ESL FACEIT Group, TikTok launch vertical IEM livestreams

ESL FACEIT Group (EFG) and TikTok launched a partnership to deliver vertical livestreams of esports events optimized for smartphones. The format debuted at Intel Extreme Masters (IEM) Atlanta and will be rolled out across IEM events, including the Counter-Strike 2 IEM Cologne Major 2026. Streams are available on TikTok.

EFG says the broadcasts are built specifically for vertical screens rather than cropped from horizontal feeds. At IEM Atlanta the vertical streams used custom graphics, overlays and short-form segments created for mobile, and viewers could access live matches, highlights and behind-the-scenes content in the vertical format.

Under the agreement TikTok will provide promotional support and open its gaming creator network to encourage co-streaming and creator-led coverage around EFG tournaments.

EFG cited viewing figures showing streaming accounts for 41% of total TV time and smartphones represent about 56% of global esports viewing. The companies presented the partnership as a way to offer different products for TV and mobile audiences.

Steve Ford, SVP Advertising and Distribution at ESL FACEIT Group, commented, “Partnering with TikTok marks an important step in how we evolve esports broadcasting. With the launch at IEM Atlanta last weekend, we introduced a purpose-built vertical viewing experience designed for mobile audiences, while continuing to expand how fans discover and engage with our tournaments.” Langer Lee, Head of Global Operations for TikTok Gaming, added, “With the new TikTok for Gaming platform, we’re accelerating how the world’s best gaming content partners engage their audiences. ESL FACEIT Group embodies that vision – bringing live esports into a format our community genuinely loves, with the interactive engagement that unites content creators, players, and fans in one place.”

EFG said it will explore extending the collaboration to more tournaments, game titles, product features and content formats. The announcement follows recent commercial deals that include a multi-year partnership with Automobili Lamborghini as the Official Automotive Partner for DreamHack festivals and a naming partnership with gaming chair maker AutoFull as Official Chair Partner for the ESL Pro Tour of CS2.