It was during a meeting organized by X (formerly Twitter) this Thursday, July 10, in Paris, that the news was made public, in a roundtable that brought together key figures from the French video game industry.
Karmine Corp has become the first French company - and the world's first esports club - to sign a partnership within the XOriginals vertical of X, with the goal of broadcasting its "Karmine Life Direct" content exclusively on the platform.
A New Strategic Direction
Launched in 2025,
XOriginals aims to transform the social network into an even more essential digital player by offering exclusive video content. Since its launch, the platform has aired over 300 episodes across 17 different programs, covering a wide range of topics such as sports (with the NFL), pop culture (with Khloé Kardashian’s podcast), finance, and politics. X clarified that its tool is designed to create an interactive experience, allowing users not only to watch these videos but also to interact directly with creators via comments and posts.
According to the organization, in comments to Sheep Esports, the partnership was initiated by X France, which—impressed by Karmine Corp’s strong engagement on the platform—wanted to make the club a flagship for its XOriginals project. “According to X France, KCorp was the most talked-about gaming topic in France in 2024, ahead of Pokémon and GTA6,” the club noted. “The hashtags #KCWIN and #KCORP are the strongest gaming tags in France.” Gaming is the second most popular topic on X after traditional sports, making the alignment between the two entities feel natural.
“Being able to distribute our content globally while offering fans exclusive behind-the-scenes access to our teams during international competitions is amazing,” the organization added. From a business perspective, access to X’s Amplify solution is also expected to support Karmine’s growth. This feature is reserved for professionals, allowing them to highlight content, analyze its performance, and target specific user groups. On this front, KCorp is not the only French esports organization benefiting from Amplify, but it is the only one going this far in the collaboration with the XOriginals vertical.
This partnership specifically focuses on promoting “Karmine Life Direct,” a vlog series diving into the daily lives of the players during their international travels. Launched in March 2025, it differs from the similarly named longer format “Karmine Life,” which is available on platforms like YouTube. These longer videos will continue to exist and remain accessible elsewhere. Despite the exclusivity X will have over this specific format, KCorp insists it is not cutting ties with other platforms: “KLD was designed from day one for X, but other platforms will continue to be updated with content tailored to their specific formats.”
Asked about the choice to partner with X despite recent controversies surrounding the platform, the club stands by its strategic decision: “Everyone in the industry—clubs, players, and fans—uses X on a daily basis. It’s become the nerve center of information in our field. Since we grew up with the platform, taking advantage of all its features now is a natural next step.” The financial and technical details of the partnership, according to the club, are still being finalized.
