5 days ago
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.
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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.
