Saudi Arabia has placed gaming and esports at the heart of its Vision 2030 ambitions, creating an industry that already counts more than 23.5 million enthusiasts – nearly two-thirds of the population. For brands, that scale, coupled with a median age of under 30 and one of the most digitised infrastructures in the world, has made Riyadh’s Esports World Cup (EWC) a key platform for youth engagement.
Mastercard is one of the global players betting big on this stage. Having built a portfolio of international esports partnerships, the company sees Saudi Arabia as more than just another market. Speaking to Campaign Middle East, Ahmed Abdel-Karim, Executive Vice President, IMC EEMEA at Maste
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