Esports organizer ESL FACEIT Group has partnered with TikTok to introduce broadcast native vertical livestreams of its tournaments to the social media platform, beginning with the Counter-Strike circuit.
Debuting at IEM Atlanta
The partnership officially launched during Intel Extreme Masters Atlanta, which served as the first time an EFG tournament featured a fully optimized vertical broadcast. Under the new agreement, TikTok will support the continued rollout of vertical livestreams across key EFG events. The collaboration serves as the initial phase of a broader strategy by the tournament organizer to adapt esports broadcasting for varying screen sizes and platforms.
A custom-built mobile viewing experience
Instead of simply cropping a traditional horizontal feed, the vertical stream is constructed specifically for mobile platforms. The broadcast features custom graphics and overlays fitted directly for vertical consumption, allowing users to watch live matches, event highlights, and behind the scenes content natively.
As part of the agreement, TikTok is providing EFG with access to promotional tools and its gaming creator network. This integration is designed to support co-streaming opportunities and creator driven content generation around EFG tournaments.
Reaching a mobile audience
The initiative addresses shifting audience behavior in esports consumption. According to data provided by the organizers, mobile devices currently account for 56 percent of all esports viewing globally, while traditional streaming accounts for 41 percent of total TV time. By introducing native vertical streams, EFG aims to serve the growing mobile demographic while maintaining its standard broadcasts for fans watching on larger screens at home.
Steve Ford, SVP of Advertising and Distribution at EFG, stated that the launch introduces a viewing experience designed specifically for mobile audiences, expanding how fans discover and engage with tournaments.
Langer Lee, Head of Global Operations at TikTok Gaming, added that the collaboration brings live esports into a format the platform’s community favors, uniting creators, players, and fans in one place.
