12-08-2025
Apex Legends at the Esports World Cup 2025: What makes a brand activation click
The 2025 Esports World Cup (EWC) in Riyadh brings together more than 1,500 players across multiple games to compete for one of esports' largest prize pools. Apex Legends is spotlighting its ALGS Midseason Playoffs, with 40 teams competing for $2mn. Amid this global competition, brands have a prime opportunity to build meaningful connections with the fast-growing MENA gaming audience.
Jasmine Chiang, Marketing Lead for Apex Legends at EA, tells Campaign Middle East that the key to a successful brand partnership in esports lies in authenticity, fan-first experiences, and genuine value.
On the rapid growth of the MENA gaming market, Chiang notes, 'MENA is one of the fastest-growing regions for gaming and esports. We're excited to feed the MENA audience's hunger for competition and content.'
Authenticity over ads
For Chiang, putting players and fans first is essential. She explains that superficial brand placements are ineffective, whereas content that resonates and is shareable among the community guarantees success.
'The players in our ecosystem are the most important to us. If we're putting a logo slap in a broadcast, that doesn't do anything for them. But if you're creating something cool, something that they want to share with their friends, you're guaranteed to be successful – especially in a world where content is king.'
She highlights a common misunderstanding among brands new to esports, stressing that gaming audiences demand more than static ads; they want engaging, social experiences.
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'A lot of brands think activating in esports is plug and play. However, gaming is inherently social and engaging, and these fans crave interactivity.'
To meet these expectations, Apex Legends collaborates closely with partners, crafting activations that complement the event and benefit fans – whether through striking video content or immersive onsite experiences. 'That's why rather than just relying on banner ads and overlays, we collaborate with our partners to help them authentically show up at our events in ways that benefit fans. Sometimes that's with show-stopping videos, and other times it's through onsite activations, popups and more.'
Drawing from her dual experience working as both a sponsor and a publisher, Chiang understands the need to balance brand objectives with player experience. 'Gaming is immersive, and this audience in particular hates when their gaming or viewing experience is interrupted by disruptive ads. A lot of the activations we do are built around – not in – the world of Apex Legends, which helps keep the core of the IP consistent.'
Activations that resonate
Chiang points to the partnership with Red Bull at the ALGS Open in New Orleans as an example of a brand activation that felt organic and exciting. 'We partnered with Red Bull and we threw some of our pros out of an aeroplane – they skydived into New Orleans for the content piece.'
The stunt's connection to the game's signature drop mechanic made it a natural fit that engaged with both players and fans. 'For a sponsored content piece, you want to see something the pros are enjoying, that's exciting for fans to watch, and that naturally integrates the brand. By blending competitors, content, our partners, and the spirit of Apex Legends, the result was an unforgettable start to one of our most ambitious tournaments to date.'
The activation's impact was amplified by the personal followings of the involved creators. 'Creators have massive, organic audiences built around the same love of Apex Legends our core fans share. When iiTzTimmy and ImperialHal skydived into the ALGS Open, it wasn't just our fans watching – it was theirs, too.'
Local relevance and fan engagement
Beyond global spectacles, Chiang emphasises the value of rooting brand activations in the local scene to deepen fan connection. 'Highlighting squads like Team Falcons, Al Qadsiah, or Twisted Minds is a way to not only showcase top talent, but to give local fans a team they can associate with and cheer for, even if they're new to the ALGS.'
She stresses that physical presence at events remains key to connecting authentically with the region's passionate fans. 'Activating locally at events is very important. That's how you truly reach the audience that is the most passionate.'
At the Esports World Cup, Apex Legends is combining its live presence in Riyadh with digital engagement opportunities to keep fans connected both on-site and online. One example is exclusive in-game rewards for viewers, such as skins, holosprays and gun charms, available through tournament livestreams.
'A lot of the activations we build with our partners are complementary to the experience our fans have during an ALGS event,' says Chiang.
The future of esports brand partnerships
Looking forward, Chiang encourages brands to think beyond traditional sponsorships by co-creating immersive and interactive experiences that resonate. 'We're open to working with brands in any way and pushing the boundaries of what partnerships typically look like, including co-creating something new.'
She believes that outdated, intrusive brand placements will continue to fail, while fan-centric, interactive campaigns will shape the future of esports partnerships. 'Interactivity will continue to define esports partnerships. The intrusive, outdated brand plays will continue to fail, while the immersive, fan-centric activations will continue to win – and that will inform how and where brands show up in esports moving forward,' says Chiang. 'I'm excited to see more brands listen to their partners and fans in order to creatively find ways to create unique experiences at the intersection of fandom and their brands.'
Ultimately, Chiang judges success by moments that bring the community together and elevate the shared experience. 'When we see fans huddled together around a PC or sharing branded content featuring their favourite player, that's a sign that not only did the experience hit its mark, but it elevated our community's experience, too.'
