The 2025 Esports World Cup (EWC) in Riyadh brings together more than 1,500 players across multiple games to compete for one of esports’ largest prize pools. Apex Legends is spotlighting its ALGS Midseason Playoffs, with 40 teams competing for $2mn. Amid this global competition, brands have a prime opportunity to build meaningful connections with the fast-growing MENA gaming audience.
Jasmine Chiang, Marketing Lead for Apex Legends at EA, tells Campaign Middle East that the key to a successful brand partnership in esports lies in authenticity, fan-first experiences, and genuine value.
On the rapid growth of the MENA gaming market, Chiang notes, “MENA is one of the fastest-growing regi
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