ESL FACEIT Group (EFG) has unveiled a new partnership with TikTok to bring broadcast-native vertical livestreams to its esports tournaments worldwide.

The partnership debuted at Intel Extreme Masters (IEM) Atlanta, marking the first time an EFG tournament was broadcast live in a fully optimised vertical format. Under the agreement, TikTok will support the rollout of vertical livestreams across key tournaments, including IEM – the world’s longest running esports tournament. The launch marked the first phase of EFG’s broader vision to continue evolving esports distribution for audiences across every screen and platform.

This partnership comes as audience behaviour is increasingly split across two major viewing trends: more fans are watching content on big screens at home, with streaming now accounting for 41% of total TV time, while mobile-first viewing on smartphones continues to grow, with mobile devices accounting for 56% of all esports viewing globally. Through this collaboration, EFG is expanding its distribution ecosystem to better serve both audiences.

The partnership also reflects TikTok’s growing role within gaming culture and among younger audiences, with 56% of Gen Z using the platform daily and millions of esports fans already engaging with the platform through clips, creators, livestreams, and community conversations. By bringing EFG’s premium esports broadcasts to TikTok’s highly engaged gaming community, the collaboration aims to create new ways for fans to discover, watch, and engage with live esports entertainment. 

Unlike traditional broadcasts adapted for mobile viewing, EFG’s vertical stream product has been purpose-built for the format, featuring tailored graphics and overlays designed specifically for mobile viewing. Through TikTok, fans are now able to watch live matches, highlights, and behind-the-scenes content tailored for vertical consumption.

TikTok will also provide access to promotional tools and its gaming creator network, supporting co-streaming opportunities, creator-led amplification, and new forms of community engagement around EFG events.

While the partnership launched with Counter-Strike at IEM Atlanta (11-17 May), EFG and TikTok will continue exploring opportunities to expand the collaboration across additional tournaments, titles, product features, and new content formats in the future.

“Partnering with TikTok marks an important step in how we evolve esports broadcasting. With the launch at IEM Atlanta, 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, 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, TikTok Gaming.