Latest news with #INZONE
Campaign ME
3 days ago
- Entertainment
- Campaign ME
Sony on connecting with MENA gamers at the Esports World Cup
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, 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. The numbers underpin the move. Saudi Arabia's gaming market surpassed 7.88bn SAR in 2024, with esports contributing over 83 million SAR. Across the GCC, there are now more than 33 million gamers – a population Sony sees as central to its growth plans. By anchoring itself at an event designed to draw the region's most passionate fans, Sony aimed to do more than demonstrate its hardware; it wanted to establish itself as part of the infrastructure of competitive gaming. Sekiguchi frames the company's approach around two pillars: providing high-performance technology for both professional and casual players, and creating long-term connections within the gaming community. The Esports World Cup platform allowed both to come into play. 'With over 33 million gamers across the GCC, we see this as an opportunity to engage with a rapidly expanding market and build long-term connections,' he says. From strategy to the show floor Sony's most visible presence in Riyadh came through its tie-up with Fnatic, one of the world's leading esports organisations. The INZONE x Fnatic booth in the Esports World Cup's Content Creator Park ran from 8 to 13 July 2025 and was positioned as a fan-first space. Visitors could meet Fnatic's Valorant team – including Jake 'Boaster' Howlett, Austin 'Crashies' Roberts, Timofey 'Chronicle' Khromov, Kajetan 'Haremski' Kobielski, and Emir Ali 'Alfajer' Beder – while trying the same INZONE monitors and headsets used by the players in training and competition. View this post on Instagram A post shared by Sony Middle East and Africa (@sonymea) The booth also featured interactive gaming zones, product testing areas, and daily giveaways. An additional meet-and-greet took place at Sony World in Riyadh's Granada Mall, where fans not only met the team but also exchanged gameplay tips and experienced the INZONE range in a retail environment. For Sekiguchi, these activations are not just brand exercises. 'Our participation goes far beyond showcasing our products; it's about creating real, tangible connections with gamers and fans,' he says. The authenticity, he explains, comes from collaboration. Fnatic's players have been involved in co-developing Sony's gaming peripherals, ensuring they meet the demands of competitive play. 'We collaborate closely with esports organisations like Fnatic, whose players help co-develop and test our INZONE range, ensuring our products meet the high standards of competitive gaming.' Using events as engagement laboratories While visibility is an undeniable advantage of an event like the Esports World Cup, Sekiguchi stresses its value as a testing ground for Sony. 'Events like the Esports World Cup serve both as a visibility platform and a space for testing fan engagement strategies,' he says. By observing how players and spectators use Sony's gear in a live competitive setting, the company collects insights that influence both product design and marketing approaches. 'By allowing fans to try our products in a competitive environment, we can better understand their preferences, which informs future product development and marketing strategies.' In MENA, these insights feed into a strategy shaped by the region's demographics. Saudi Arabia's young, tech-driven audience is a major driver of demand for premium hardware and integrated entertainment ecosystems. For Sony, this has meant growing its INZONE range for PC gamers, while also catering to console players with BRAVIA televisions that optimise HDR tone mapping for PS5. Both strands are positioned less as product launches and more as components of a broader experience. Localising the global brand For Sony, building credibility in MENA's esports community depends on more than hardware launches. Sekiguchi points to a growing emphasis on localised initiatives — from university-level tournaments to community gaming events — designed to create opportunities for aspiring professionals and casual gamers alike. The company's recent launch of an e-commerce platform tailored to Saudi customers, reflects the same philosophy. The site offers exclusive deals and membership benefits aimed at deepening brand loyalty, while also making the product ecosystem more accessible to local consumers. Sekiguchi believes that the region's trajectory leaves room for both scale and specificity. With the MENA gaming market projected to reach 10.5bn SAR by 2029, Sony plans to expand its involvement in competitive programmes, grassroots events, and retail experiences that double as community hubs. 'The biggest opportunity lies in continued investment in localised esports initiatives, fan engagement, and exclusive collaborations with regional esports organisations,' he says. Beyond the Esports World Cup Sony's investment in the Esports World Cup is part of a broader plan to position itself as more than a technology supplier. Its partnerships and activations aim to embed the brand in the lived experience of the region's gaming audience — whether that means meeting pros in a retail store, competing in a campus tournament, or testing new gear at a flagship esports event. Sekiguchi sees these touchpoints as essential to long-term relevance. 'Our commitment to MENA's gaming scene will be driven by deeper community involvement and a tailored approach that reflects the unique needs of this dynamic market.' The Esports World Cup activation with Fnatic may have been high-profile, but for Sony, the real measure of success will come in the months and years ahead — in how the connections made in Riyadh translate into sustained engagement across the region's fast-maturing gaming landscape.
Arab News
30-07-2025
- Entertainment
- Arab News
Sony INZONE and Fnatic team up for Esports World Cup
Sony Middle East and Africa collaborated with Fnatic, one of the world's leading esports organizations, to deliver an immersive, fan-first experience at the 2025 Esports World Cup in Riyadh. With Saudi Arabia's gaming market surpassing SR7.88 billion ($2.1 billion) in 2024 and esports alone generating more than SR83.28 million, this event further elevated the region's gaming boom. From July 8–13, fans visited the INZONE x Fnatic booth at the Content Creator Park to meet their players including Jake 'Boaster' Howlett, Austin 'Crashies' Roberts, Kajetan 'Haremski,' Timofey 'Chronicle' Khromov, and Emir Ali 'Alfajer' Beder. Visitors also tried cutting-edge gaming gear while being part of this rapidly expanding global phenomenon. The Sony INZONE booth offered fans an exclusive meet-and-greet opportunity with Fnatic's team, alongside exciting giveaways and interactive gaming zones. Beyond this, gaming enthusiasts had the chance to experience the INZONE range, including the newly launched INZONE M10S gaming monitor along with the INZONE H5 and INZONE H9 wireless headset, all developed in close collaboration with Fnatic's pro players. These products are built for competitive performance, designed to deliver next-level audio and visual fidelity for both casual and elite gamers. Jobin Joejoe, managing director, Sony Middle East and Africa, said: 'With more than 33 million gamers across the GCC, and nearly 62 percent of the total gaming population in Saudi Arabia, this experience taps into a deeply passionate and fast‑growing audience. Creating this memorable experience allows fans to engage with the Fnatic team in a real gaming environment.' Sam Mathews, founder and CEO, Fnatic, added: 'We've always believed in being right where our fans are, and this partnership with Sony INZONE is all about creating special moments that bring us closer together. We're proud to be here in Riyadh, connecting with our fans.' In addition to the booth at the Esports World Cup, fans in Riyadh also had the chance for an exclusive meet and greet with the Fnatic Valorant Team at Sony World, Granada Mall, Riyadh, on July 10. This in-store experience allowed fans to test the Inzone range and meet their favorite players all while exchanging tips and tricks with their fellow players. The collaboration took place alongside Fnatic's participation in the Valorant tournament, part of the Esports World Cup's debut of Riot Games' flagship tactical shooter, where 16 top teams battled live on a local area network in front of fans for a SR4.69 million prize pool.
Mid East Info
24-07-2025
- Entertainment
- Mid East Info
Sony INZONE and Fnatic Team Up for an Immersive Fan Experience at the 2025 Esports World Cup - Middle East Business News and Information
Saudi Arabia's gaming market surpassed 7.88 billion SAR in 2024, highlighting the region's status as one of the world's fastest-growing gaming hubs Fnatic Meet & Greet events were held at the Esports World Cup and in-store at Sony World, Granada Mall, Riyadh Fans can experience INZONE x Fnatic co-branded gear first-hand, including the INZONE H5/H9 wireless headset, and INZONE M10S gaming monitor (Riyadh, Saudi Arabia, 24 July 2025) – Sony Middle East and Africa collaborated with Fnatic, one of the world's leading esports organisations, to deliver an immersive, fan-first experience at the 2025 Esports World Cup in Riyadh. With Saudi Arabia's gaming market surpassing 7.88 billion SAR 1 in 2024 and esports alone generating over SAR 83.28 million 2 , this event further elevated the region's gaming boom. 3 From 8–13 July 2025, fans visited the INZONE x Fnatic booth at the Content Creator Park to meet their players including Jake 'Boaster' Howlett, Austin 'Crashies' Roberts, Kajetan ' Haremski, Timofey 'Chronicle' Khromov, and Emir Ali 'Alfajer' Beder. Visitors also tried cutting-edge gaming gear while being part of this rapidly expanding global phenomenon. The Sony INZONE booth offered fans an exclusive meet-and-greet opportunity with Fnatic's team, alongside exciting giveaways and interactive gaming zones. Beyond this, gaming enthusiasts had the chance to experience the INZONE range, including the newly launched INZONE M10S gaming monitor along with the INZONE H5 and INZONE H9 wireless headset, all developed in close collaboration with Fnatic's pro players. These products are built for competitive performance, designed to deliver next-level audio and visual fidelity for both casual and elite gamers. The Fnatic team currently uses these peripherals in training and competition. Product Highlights INZONE M10S gaming monitor – tailored for low-latency, fast refresh gameplay, enhanced picture settings preferred by pros. INZONE H5/H9 wireless headsets – feature immersive 360° spatial audio and up to 32‑hour battery life, ideal for long competitive sessions. The activation showcases Fnatic and Sony INZONE's ongoing commitment to delivering premium experiences for the gaming community across the region. Following the announcement of a multi-year global partnership in June 2023 4 , combining Fnatic's elite esports heritage with Sony's innovation in high-performance gaming technology. Jobin Joejoe, Managing Director, Sony Middle East and Africa said: 'With more than 33 million gamers across the GCC, and nearly 62% of the total gaming population in Saudi Arabia. This experience taps into a deeply passionate and fast‑growing audience, creating this memorable experience allows fans to engage with the Fnatic Team in a real gaming environment' Sam Mathews, Founder & CEO, Fnatic added: 'We've always believed in being right where our fans are, and this partnership with Sony INZONE is all about creating special moments that bring us closer together. We're proud to be here in Riyadh, connecting with our fans in t .' In addition to the booth at the Esports World Cup, fans in Riyadh also had the chance for an exclusive meet and greet with the Fnatic Valorant Team at Sony World, Granada Mall, Riyadh, on July 10 th. This in-store experience allowed fans to test the Inzone range and meet their favourite players all while exchanging tips and tricks with their fellow players. The collaboration took place alongside Fnatic's participation in the Valorant tournament, part of the Esports World Cup's debut of Riot Games' flagship tactical shooter, where 16 top teams battled live on a Local Area Network (LAN) in front of fans for a SAR 4.69 million prize pool. -ENDS- About Sony Middle East and Africa: Sony Middle East and Africa FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony Consumer Electronics, Mobile Electronics (Car Audio), broadcasting and professional products and Computer Entertainment (PlayStation) products in more than 40 countries in the region. Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Middle East and Africa leads execution of various logistics, sales, marketing, advertising and customer services activities through its business partners. 353 accredited third-party service centres reinforce Sony's presence in key markets in the region. About Sony Corporation Sony Corporation is a wholly owned subsidiary of Sony Group Corporation and is responsible for the Entertainment, Technology & Services (ET&S) business. With the mission to 'create the future of entertainment through the power of technology together with creators,' we aim to continue to deliver Kando* to people around the world. For more information, visit: *Kando is a Japanese word that roughly translates to the sense of awe and emotion you feel when experiencing something beautiful and amazing for the first time. For media enquiries, please contact:
Campaign ME
25-06-2025
- Business
- Campaign ME
Sony picks Ruder Finn Atteline for PR across the Middle East
Sony Middle East and Africa has appointed Ruder Finn Atteline, to manage its regional PR communications mandate across the Middle East. The global integrated marketing and communications consultancy and the MENA arm of the Ruder Finn group will lead strategic PR communications for Sony's consumer electronics division, covering Saudi Arabia, UAE, Qatar, Kuwait, Bahrain, Oman and Egypt. This includes handling Sony's BRAVIA televisions, home audio systems, advanced digital imaging products, audio solutions such as the newly expanded ULT Power Sound series, and the INZONE range. The partnership follows Ruder Finn Atteline's recent brand refresh and strategic senior appointments. 'Sony is a brand that resonates globally, but also connects deeply with audiences here in the region. This partnership reflects the kind of work we want to do more of – bold, meaningful, and built on shared ambition, while also fulfilling Sony's purpose to fill the world with emotion through the power of creativity and technology,' said Sophie Simpson, Managing Director of Ruder Finn Atteline – MENA. 'As we continue to expand our presence in the Middle East & North Africa, our focus remains on creating real impact for all our clients. Collaborating with iconic brands like Sony propels us closer to our goal of shaping the future of communications through culture and creativity,' Simpson added. Sony claims it's aim is to continue to shape cultural and immersive experiences across the region through its innovation in home entertainment, personal entertainment, digital imaging gaming, and storytelling. 'At Sony, our ambition is fueled by a relentless drive to inspire and fulfil the curiosity of our audiences across the MENA region,' said Jobin Joejoe, Managing Director, Sony Middle East and Africa. 'We believe in creating meaningful experiences that go beyond technology. Experiences that connect with people on a deeper, more personal level,' he added. The appointment of Ruder Finn Atteline aims to be an extension of this vision, Joejoe said. 'As an agency with strong regional insight and a grasp of evolving market dynamics, Ruder Finn Atteline brings both local relevance and strategic expertise to the table. Just like our People Philosophy, 'Special You, Diverse Sony' this further embodies our inclusive approach to craft integrated, high-impact communications strategies to showcase the depth, diversity, and values in the region,' he said. With a multitude of launches in the pipeline, Sony said it remains committed to delivering inspiring content and cutting-edge technology across the region. Ruder Finn Atteline claims that it will continue to support Sony's story through integrated communication strategies rooted in the Middle East market, evolving entertainment trends, and shifting digital consumption patterns to keep connected with its customers.
Tahya Masr
24-06-2025
- Business
- Tahya Masr
Sony Appoints Ruder Finn Atteline to Lead Regional PR Communications Across the Middle East
Sony Middle East and Africa has appointed Ruder Finn Atteline, a global integrated marketing and communications consultancy and the MENA arm of the Ruder Finn group, to manage its regional PR communications mandate across the Middle East. The agency will lead strategic PR Communications for Sony's consumer electronics division, covering Saudi Arabia, UAE, Qatar, Kuwait, Bahrain, Oman and Egypt. Ruder Finn Atteline's appointment includes handling Sony's BRAVIA televisions, home audio systems, advanced digital imaging products, audio solutions such as the newly expanded ULT Power Sound series, and the INZONE range. The partnership follows Ruder Finn Atteline's recent brand refresh and strategic senior appointments, strengthening the agency's expertise in consumer and corporate communications. Sophie Simpson, Managing Director of Ruder Finn Atteline – MENA, commented: 'Sony is a brand that resonates globally, but also connects deeply with audiences here in the region. This partnership reflects the kind of work we want to do more of – bold, meaningful, and built on shared ambition, while also fulfilling Sony's purpose to fill the world with emotion through the power of creativity and technology . As we continue to expand our presence in the Middle East & North Africa, our focus remains on creating real impact for all our clients. Collaborating with iconic brands like Sony propels us closer to our goal of shaping the future of communications through culture and creativity.' Jobin Joejoe, Managing Director, Sony Middle East and Africa, added: 'At Sony, our ambition is fueled by a relentless drive to inspire and fulfil the curiosity of our audiences across the MENA region. We believe in creating meaningful experiences that go beyond technology. Experiences that connect with people on a deeper, more personal level. Our partnership with Ruder Finn Atteline is a natural extension of this vision. As an agency with strong regional insight and a grasp of evolving market dynamics, Ruder Finn Atteline brings both local relevance and strategic expertise to the table. Just like our People Philosophy, 'Special You, Diverse Sony' this further embodies our inclusive approach to craft integrated, high-impact communications strategies to showcase the depth, diversity, and values in the region.' As a creative entertainment company, Sony continues to shape cultural and immersive experiences across the region through its innovation in home entertainment, personal entertainment, digital imaging gaming, and storytelling. In recent months, the brand has spotlighted several key launches, including new home and personal entertainment offerings at the W Hotel in Abu Dhabi in April, and the launches of the REON Pocket Pro and flagship noise cancelling headphones WH-1000XM6 in May. With a multitude of launches in the pipeline, Sony remains committed to delivering inspiring content and cutting-edge technology across the region. Ruder Finn Atteline will continue to support Sony's story through integrated communication strategies rooted in the Middle East market, evolving entertainment trends, and shifting digital consumption patterns to keep connected with its customers.
