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Campaign ME
2 days ago
- Entertainment
- Campaign ME
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. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) '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.'
Saudi Gazette
19-05-2025
- Sport
- Saudi Gazette
Twisted Minds returns to Apex Legends
The ES TIMES — Twisted Minds has officially announced its return to the competitive Apex Legends scene, signing with Stallions, one of the most prominent freestyle teams in North America. This announcement represents the Saudi organization's full commitment to Apex Legends, ahead of the start of the ALGS Open and the continuation of the ALGS Pro League. Although Stallions finished 39th at the ALGS Championship in Sapporo, they have made significant improvements during the offseason. They have added Haris "hodsic" Hodzic, a veteran coach known for his strategic thinking, and Alexander "Enemy" Rodriguez, a controller fragger with extensive LAN tournament experience from his previous appearances with Disguised and Complexity. These additions have elevated Stallions to one of the most promising freestyle teams in the region. Twisted Minds had previously ventured into Apex Legends through a short-term partnership with the Legends Gaming team during the 2024 Apex Legends Esports World Cup. Now, the organization is returning with a long-term investment. Twisted Minds' new lineup in Apex Legends: • Mac Kenzie "Albralelie" Beckwith • Kyle "Crook" Hughes • Alexander "Enemy" Rodriguez • Haris "hodsic" Hodzic (Coach) The team has already shown promise during the ALGS Split 1 Pro League A vs. C matchday, finishing third and winning one of six matches. The chemistry and teamfighting seemed strong, suggesting a promising path for the team. The addition of Hodzic comes at a crucial time. ALGS Year 5 saw significant changes, including the inclusion of Broken Moon and E-District in the map rotation, as well as a new character ban system. Hodsic coached Team Liquid during the Storm Point integration into ALGS and was praised for his quick adaptability, a quality Twisted Minds will benefit from as the meta continues to shift. This new investment in Apex Legends aligns with the organization's larger ambitions. The team finished 12th at the 2024 Esports World Cup Club Championship, and with the 2025 edition just around the corner, returning to Apex gives them a fresh opportunity to compete at a high level. While qualification details for the Apex Legends Championship in Riyadh are still to be announced, the Stallions are well-positioned to make their mark.
