When Amazon was announced as a partner of the Esports World Cup Foundation (EWCF), it seemed quite obvious that giant initiatives would attract giant players in the market. However, the retail conqueror is doubling down on its commitment to esports beyond the Esports World Cup (EWC), positioning itself as both a technology enabler and an ecosystem partner.
That’s part of what Dave Mace, EMEA Sports Principal at AWS, shared in a conversation with The Esports Radar during the EWC 2025. Mace explored Amazon’s broader approach to the competitive gaming space and the strategic rationale behind its growing investment in esports.
“We don’t see it as a niche,” Mace stated. “We’ve been in gaming—whether through technology, publishers, or esports—for a number of years now. It’s a fantastic domain, and for us at AWS and Amazon, everything is about relationships and partnerships.”
Amazon’s involvement in EWC extends beyond event presence. AWS is deploying artificial intelligence, machine learning, and analytics tools to enhance the fan experience—particularly for those not physically present at the venue. These technologies aim to bring viewers closer to the action through real-time insights and deeper engagement.
Beyond AWS, Amazon is also leveraging its e-commerce platforms to connect with EWC’s youthful demographic. In Saudi Arabia, for example, Amazon.sa launched a dedicated “Hero’s Corner” featuring rising esports talent—what Mace described as “the heroes of today and tomorrow.”
This initiative reflects a pan-Amazon strategy, bridging backend tech infrastructure with front-end consumer engagement. “We’re looking at it from a tech perspective, a fan engagement perspective, and serving fans on our e-commerce side as well,” Mace explained.
At the core of Amazon’s esports strategy is a focus on community. “Community is a big part of the gaming pillar,” said Mace. “We’re actively working with gaming communities across all games. We host events and foster ongoing conversations.”
For smaller esports organisations and startups hoping to engage with a company of Amazon’s scale, Mace offered straightforward advice: be part of the community. “We’re not a giant you can’t get hold of,” he said. “We’re accessible through the communities we’re part of—just have conversations with us.”
While the scale of both Amazon and EWC might suggest a corporate deal forged at the top, Mace stressed the organic nature of the collaboration. “It’s a mutual relationship that just made sense,” he said. “We were involved last year, and we wanted to build on that success. It’s not about customers; it’s about relationships and partnerships.”
