ESL FACEIT Group (EFG) and TikTok have announced a new partnership to bring vertical livestream broadcasts to esports fans around the world. The partnership officially launched at Intel Extreme Masters (IEM) Atlanta, making it the first EFG tournament that was streamed live in a fully optimised vertical format designed specifically for mobile viewers.
Under the deal, TikTok will support the rollout of vertical livestreams across major EFG tournaments including the IEM series. Therefore, it also includes the upcoming Counter-Strike 2 (CS2) IEM Cologne Major 2026. Unlike traditional esports broadcasts that are simply adjusted for mobile screens, EFG’s new livestream product has been built specifically for vertical viewing, including custom graphics and overlays.
Therefore, fans watching through TikTok will be able to access live matches, highlights, and behind-the-scenes content created for vertical viewing. EFG has also confirmed that TikTok will provide promotional support and access to its gaming creator network. This aims to help supporting co-streaming opportunities, creator-led coverage, and more community engagement around EFG events.
The companies said the partnership comes at a time when viewing habits are changing. Supporting data was highlighted at the partnership’s press release, pointing that more people are watching content on big screens at home, with streaming now making up 41% of total TV time (CTV Trends Report). At the same time, mobile viewing continues to grow, with smartphones accounting for 56% of all esports viewing globally according to SQ Magazine.
Steve Ford, SVP Advertising and Distribution, ESL FACEIT Group, said, “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, TikTok Gaming, said, “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.”
Through this partnership, EFG aims to better serve both audiences by offering content designed for both TV and mobile viewers. In the end, EFG and TikTok have particularly mentioned that they will continue exploring ways to expand the collaboration across more tournaments, game titles, product features, and content formats.
ESL FACEIT Group has been on a bit of a partnership streak lately. Just last week, EFG teamed up with Automobili Lamborghini in a multi-year deal that makes the luxury car brand the Official Automotive Partner for DreamHack festivals across the US and Europe. Before that, the company also partnered with AutoFull, naming the gaming chair brand the Official Chair Partner for the ESL Pro Tour of CS2.
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