Snap brings AR CamKit, creators to Esports World Cup Paris

Snap Inc. and the Esports Foundation expanded their Esports World Cup partnership for the Paris tournament, running July 6 through August 23. Snap installed its CamKit camera software on arena video boards and launched Snapchat augmented reality features for attendees.

CamKit was adapted for large-format screens to enable real-time activation of Snapchat Lenses during live matches, including a custom Esports World Cup Lens. Fans can access a dedicated Esports World Cup AR experience on Snapchat, use Snap Map to locate fan zones and on-site activities, and try AR Mirror installations that react to users in real time.

The companies brought together creators to produce daily clips, match reactions and behind-the-scenes content across the tournament. The Esports Leaders conference for industry executives will meet at the Hôtel du Collectionneur during the event’s closing days.

Hussain Alhajjar, Head of MENA Partnerships at Snap Inc., called gaming one of the most engaged communities on the platform and described the Paris activation as the company’s largest Esports World Cup effort to date. AbdulKareem Niazi, Director of Corporate Marketing, Campaigns and PR at the Esports Foundation, noted the partnership gives communities new ways to share their identities and creativity.

Snap previously partnered with the Esports World Cup in Riyadh in 2025. Organisers view platform partnerships as a way to connect fan communities during a multi-week competition. The Paris edition is the tournament’s first outside Saudi Arabia.