Bigo Live just secured an official content partnership with the Esports World Cup 2026, giving it exclusive activation rights around three of the most popular mobile titles in the MENA region. The deal covers PUBG Mobile, Mobile Legends: Bang Bang, and Honor of Kings during the tournament running July 2 through August 23, 2026, in Paris.
Here’s why this matters beyond gaming: Bigo Live is one of the few major streaming platforms that already accepts Bitcoin, Ethereum, USDT, and USDC for account top-ups. It integrated those crypto payment options back in November 2022. So when millions of MENA esports fans tune in through Bigo Live this summer, they’ll be doing it on a platform with digital asset rails already baked in.
The deal and why MENA is the target
The Esports World Cup 2026 features 25 separate events and a total prize pool of $75 million, the biggest in esports history. Bigo Live’s deal covers three mobile games where MENA audience interest runs deepest: PUBG Mobile, Mobile Legends: Bang Bang, and Honor of Kings.
Bigo Live is owned by JOYY Inc., the Singapore-headquartered social technology company. The platform has been aggressively expanding its footprint in the Middle East and North Africa.
Crypto payment infrastructure meets esports engagement
When Bigo Live added Bitcoin, Ethereum, USDT, and USDC as payment methods for account top-ups in late 2022, the platform let users purchase virtual gifts and other in-app items using crypto. The EWC 2026 itself doesn’t appear to have direct crypto sponsorships baked into its framework. But Bigo Live’s role as an official content partner means that a platform with live crypto payment rails will be a primary viewing destination for MENA fans following three major titles.
What this means for investors watching the intersection
JOYY Inc. trades on NASDAQ under the ticker YY, giving traditional investors a way to get exposure to this thesis without touching tokens directly. The risk is straightforward: MENA regulatory environments for crypto vary significantly country by country. The UAE has built a relatively clear framework, but other markets in the region are still figuring things out. A regulatory shift in a key market could limit the crypto payment option’s utility.