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Humberto Cuebas

Snap’s EWC 2026 activation puts AR lenses on Paris arena screens for the first time

SNAP Paris EWC EWC 2026 World Cup Snapchat Esports World Cup Snap Inc

Fans attending the Esports World Cup 2026 in Paris will be able to point their phones at the arena video boards and interact with live Snapchat Lenses when the games are in full swing. This is Snap's biggest EWC activation so far, integrating its CamKit technology directly into screens across the venue, a capability that has never been deployed at the tournament until now.

Snap Inc. and the Esports Foundation confirmed the full scope of the partnership at the weekend, covering the ongoing Paris edition of EWC 2026, which runs until August 23.

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