Amazon and AWS Join 2025 Esports World Cup

Amazon and Amazon Web Services (AWS) have partnered with the Esports World Cup Foundation to enhance the 2025 Esports World Cup in Riyadh, aiming to create an unprecedented level of digital engagement. AWS has been appointed as the exclusive cloud partner, leveraging its advanced machine learning and analytics capabilities to provide live match insights. These insights will include win-probability forecasts, player heat maps, AI-generated highlights tailored to fans' favourite moments and real-time interactive dashboards. This technological rollout promises to transform audience engagement in esports, turning passive viewers into active participants.

Simultaneously, Amazon will act as the official e-commerce partner by launching a dedicated Esports World Cup Hub on regional platforms such as amazon.sa and amazon.ae. This hub will serve as a comprehensive portal where fans can stream matches, purchase gaming gear, access exclusive offers and explore esports content. On-site activations, including "Hero's Corner," will integrate live streams, shopping deals and fan experiences into events on Riyadh Boulevard. Fans who buy tournament tickets will receive Amazon discount coupons for gaming accessories, bridging the gap between retail and live entertainment.

These collaborations reflect a broader strategic ambition to seamlessly merge competitive gaming, cloud technology and retail engagement. For Saudi Arabia and the larger Middle East and North Africa region, this initiative marks a significant advancement in cultivating a digital-first esports ecosystem. Utilising AWS's cloud infrastructure will provide the scalability and flexibility needed to support millions of concurrent viewers while offering real-time analytics and storytelling that enrich the viewing experience. This level of technological investment not only enhances the status of the Esports World Cup as a premier global esports event but also lays the foundation for future innovations in regional digital infrastructure.

Amazon's integrated e-commerce model aims to normalise and monetise esports fandom in the region, offering fans tangible value through merchandise, localised promotions and in-platform activations. Additionally, it creates opportunities for local gamers and gaming brands to gain visibility and generate revenue through official channels, fostering growth for regional content creators and esports clubs.

With a record-breaking prize pool exceeding $70 million across over 25 titles and club competitions, Riyadh is positioning itself not only as a host city but also as a permanent centre for competitive gaming. The presence of elite technology infrastructure and commercial partners signals to investors, sponsors and global leagues that the region is prepared for next-generation events.