For years, brands approached esports the same way they approached everything else: as a media buy. A logo on a stream, a campaign around a tournament, a presence that sat alongside the action rather than inside it.
That approach no longer works. Gaming and esports today isn’t simply a new audience — it’s a different kind of platform. One where audiences don’t just watch, they participate, respond, and expect something in return.
Nowhere is that shift more visible than in Saudi Arabia.
Saudi Arabia’s esports boom is changing brand strategy
Saudi Arabia has become the biggest global gaming and esports hub in the world. With a hand in development of the biggest games, through to the
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