As part of a regional push to connect with gaming audiences, Sony Middle East and Africa partnered with UK-based esports organisation Fnatic for an on-ground activation at the 2025 Esports World Cup (EWC) in Riyadh. Held at the Content Creator Park between 8 -13 July, the activation focused on direct fan engagement and hands-on product experiences.
Fnatic is a global esports performance brand known for fielding professional teams in titles such as Valorant, League of Legends and Counter-Strike. The organisation also develops training tools and creates content aimed at competitive gamers. At the Riyadh activation, fans were able to meet and interact with Fnatic’s professional Valorant players, including Jake ‘Boaster’ Howlett and Austin ‘Crashies’ Roberts.
The booth gave visitors the opportunity to try Sony’s INZONE H5 and H9 wireless headsets, as well as the new INZONE M10S gaming monitor. These products were developed in close collaboration with Fnatic’s professional. Fnatic’s teams currently use the INZONE peripherals in training and competition, making the demo sessions a reflection of Fnatic’s setups.
It also featured giveaways, casual play sessions and team meet-and-greets aimed at giving fans time with the players in an informal setting.
“With more than 33 million gamers across the GCC, and nearly 62 per cent of the total gaming population in Saudi Arabia. This experience taps into a deeply passionate and fast‑growing audience, creating this memorable experience allows fans to engage with the Fnatic Team in a real gaming environment”, said Jobin Joejoe, Managing Director, Sony Middle East and Africa.
The activation reflects the growing investment in esports in Saudi Arabia, where the local gaming market surpassed SAR 7.88bn in 2024. Esports alone contributed over SAR 83m in revenue.
Sam Mathews, CEO of Fnatic, said: “This partnership with Sony INZONE is all about creating special moments that bring us closer to the fans. We’re proud to be here in Riyadh, right where our community is.”
A second public appearance was held at Sony World in Granada Mall, Riyadh on 10 July, where Fnatic players took part in a meet-and-greet, joined by further demos and product testing of the InZone range.
Fnatic also participated in the Esports World Cup’s official Valorant tournament, where 16 international teams competed for a SAR 4.69m prize pool in front of live audiences at Boulevard Riyadh City.
