ESL FACEIT Group launches first-ever esports vertical livestream developed with TikTok to connect with a new generation of fans
Atlanta, Georgia, 20 May 2026 – ESL FACEIT Group (EFG), the global powerhouse in esports and video game entertainment, has joined forces with TikTok, the world’s leading platform for short-form mobile video, to introduce a new era of esports broadcasting through native vertical livestreams designed specifically for mobile audiences.
The collaboration made its debut at Intel® Extreme Masters (IEM) Atlanta, becoming the first EFG tournament to be broadcast live in a fully optimised vertical format. As part of the agreement, TikTok will support the rollout of vertical livestreaming across major EFG events, including IEM, the longest-running esports tournament series in the world. The launch represents the opening chapter of EFG’s broader strategy to evolve esports distribution and meet audiences wherever they choose to watch.
The initiative arrives at a time when viewing habits are increasingly divided between two dominant trends. On one hand, audiences continue to embrace big-screen viewing, with streaming now accounting for 41% of all television viewing time*. On the other, mobile consumption continues to surge, with smartphones responsible for 56% of global esports viewership**. Through this partnership, EFG aims to strengthen its ability to serve both audiences without compromise.
The collaboration also highlights TikTok’s growing influence within gaming culture and among younger generations. With 56% of Gen Z users engaging with the platform daily*** and millions of esports fans already interacting through clips, creators, livestreams, and gaming communities, TikTok has become a major destination for gaming content. By bringing EFG’s premium esports broadcasts directly into this ecosystem, the partnership opens new pathways for fans to discover, follow, and participate in live esports experiences.
Rather than simply adapting a traditional broadcast to fit a smartphone screen, EFG has built its vertical stream product from the ground up for mobile viewing. Custom graphics, redesigned overlays, and mobile-first presentation elements have been specifically developed to maximise the viewing experience in a vertical format. Through TikTok, audiences can now access live matches, key moments, and behind-the-scenes content tailored to the way they naturally consume media on mobile devices.
As part of the agreement, TikTok will also provide access to promotional tools and its extensive gaming creator network. This will create opportunities for co-streaming, creator-driven coverage, community-focused activations, and new forms of interaction surrounding EFG’s global events.
While the partnership officially launched with Counter-Strike coverage at IEM Atlanta, both organisations plan to explore opportunities to extend the collaboration across additional esports titles, tournaments, content formats, and product innovations in the future.
“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,” said Steve Ford, SVP Advertising and Distribution at ESL FACEIT Group.
“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,” said Langer Lee, Head of Global Operations at TikTok Gaming.
About ESL FACEIT Group
ESL FACEIT Group (EFG) stands as one of the world’s leading esports and video game entertainment companies, focused on creating experiences that extend beyond gameplay and transform players and fans into thriving communities.
Built upon the legacy of globally recognised brands such as ESL, FACEIT, DreamHack, and DreamHack Sports Games, EFG develops innovative ecosystems that connect players, creators, and audiences around the games they are passionate about. Through collaborations with major partners, global brands, and intellectual properties, the company operates an extensive portfolio of live events, digital platforms, and developer-focused tools that engage millions of gamers worldwide and help shape the future of competitive gaming.
