Snap brings CamKit AR to Esports World Cup in Paris

Snap Inc. and the Esports Foundation have launched Snap’s largest Esports World Cup activation to date for the Paris edition, running July 6 through August 23, 2026. The program installs CamKit in arena video boards and adds Snapchat AR features, in-venue navigation and creator-produced content.

CamKit has been integrated into video boards across competition arenas so attendees can trigger and interact with Snapchat Lenses during live matches. The activation includes a custom Esports World Cup Lens created for the tournament and AR Mirror installations placed at venue sites to deliver interactive experiences to fans on location.

Spectators can access a dedicated Esports World Cup augmented reality experience on Snapchat and use Snap Map to find fan zones and activities around venues. Organisers expect these tools to provide additional ways for attendees to navigate events and engage with content both inside and outside arenas.

Snap and the Esports Foundation have recruited creators to produce daily clips, match reactions and behind-the-scenes coverage throughout the six-week event. The Esports Leaders executive gathering at the Hôtel du Collectionneur will convene senior decision-makers in the esports and gaming sectors during the tournament’s closing days.

The Paris activation expands an existing partnership: Snap partnered with the Esports World Cup in Riyadh in 2025 and has increased its presence for the 2026 edition. Organisers describe the Paris staging as the tournament’s first international edition.

Hussain Alhajjar, Head of MENA Partnerships at Snap Inc., commented: “The Esports World Cup has quickly established itself as one of the defining moments on the global gaming calendar, and we’re excited to bring our biggest activation yet to Paris, creating new ways for fans to connect with the competition, creators and culture that make esports unique.” AbdulKareem Niazi, Director of Corporate Marketing, Campaigns and PR at the Esports Foundation, stated: “The Esports World Cup is shaped by its communities. Every one of those communities has its own identity, expressed through language, humor, traditions and its own way of celebrating the games it loves. Our partnership with Snap celebrates that creativity and gives communities new ways to share it with the world.”

Industry activity has trended toward short-form, camera-first platforms as a complement to traditional livestreams, with more social apps deploying in-venue and mobile-focused activations. Snap’s program for Paris places emphasis on augmented reality and in-arena interactivity to connect spectators with live competition, creators and local fan communities.