The Esports World Cup (EWC) in Riyadh brings together players, brands and fans from around the world for what has become one of the most ambitious multi‑title gaming events on the calendar. Its arrival reflects a wider shift in the MENA region, where gaming and esports are moving from niche pastime to mainstream cultural activity. Saudi Arabia, in particular, has positioned itself as a major hub for competitive gaming, supported by strong infrastructure and a young, digitally fluent population.
Mohammed Al Nimer, Chief Commercial Officer at the Esports World Cup Foundation, shares with Campaign Middle East what sets the regional gaming audience apart, how brands are finding their place in es
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