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,
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