When Sony Middle East and Africa set up at the 2025 Esports World Cup (EWC) in Riyadh, it wasn’t approaching the event as a one-off sponsorship. For Koji Sekiguchi, Head of Marketing at Sony Middle East and Africa, the Esports World Cup represented a focal point in a longer-term regional strategy. “Sony’s participation in the Esports World Cup in Riyadh showcases our continued commitment to the Middle East’s rapidly growing gaming and esports ecosystem,” Sekiguchi tells Campaign Middle East.
Koji Sekiguchi, Head of Marketing, Sony Middle East and AfricaThe numbers underpin the move. Saudi Arabia’s gaming market surpassed 7.88bn SAR in 2024, with
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
