Latest news with #MathewPickering
Campaign ME
15-05-2025
- Sport
- Campaign ME
Power League Gaming and du partner to bring esports to retail
Power League Gaming (PLG), an esports and gaming agency in MENA, has announced a partnership with du, to launch a month-long esports tournament series at du's flagship store in Dubai Mall. The collaboration claims to be one of the first partnerships of its kind in the region between a gaming agency and a telecom provider – bringing competitive gaming directly into a retail environment and offering customers an immersive digital experience. Launched on 10 May and continuing over four consecutive weekends, the tournament series will feature four of the region's most popular esports titles: Tekken 8, EAFC 25, Rocket League, and Fortnite. Held in-store, the activation aims to transform the retail space into a high-energy, interactive gaming hub for players and spectators alike. 'This activation is a bold showcase of how Power League Gaming and du are redefining retail through immersive, gaming-first experiences,' said Mathew Pickering, CEO of Power League Gaming. 'We're proud to collaborate on an initiative that not only champions innovation but also brings meaningful, community-driven gaming moments to young people – strengthening engagement with du's customer base through the power of play.' According to du, this activation brings its 5G network capabilities to life, showcasing how ultra-fast connectivity and low latency can elevate real-time entertainment. By partnering with PLG, du is giving its customers the chance to experience the true potential of its network through something they love: gaming, powered by du's home wireless gaming enhanced router with 5G speeds and also its unstoppable network. Each weekend, top performers will take home high-value prizes, including a Lenovo Legion Pro 7 gaming laptop for first place, a Samsung S25 Plus for second, and a Logitech G502 mouse and G773 headset for third — along with exclusive giveaways throughout the campaign. Furthermore, the tournament is supported by some of the UAE's most popular gaming influencers, including Basharkk (@Basharkk), Saqer (@saqer_fut), Waad (@ and Rose (@roselloll), who will help drive engagement and community participation across digital platforms. This landmark collaboration builds on du's longstanding legacy of empowering UAE communities through cutting-edge connectivity. Much like its network and home wireless products have supported customers across the nation for decades, this initiative extends du's commitment to creating meaningful digital experiences – this time through the lens of gaming and youth culture. As du's official gaming agency partner, Power League Gaming will manage the full scope of the activation, from influencer engagement and social media to content production, and on-ground event delivery. The initiative reflects both brands' shared vision for engaging digitally connected communities with authentic, high-impact experiences.
Campaign ME
20-02-2025
- Entertainment
- Campaign ME
Top trends: How Saudi gamers consume content and engage with esports
Saudi Arabia is cementing its position as a global powerhouse in gaming and esports, with unprecedented growth in competitive gaming, live events and digital engagement. Building on Campaign Middle East recent coverage of a new study by gaming and esports agency Power League Gaming (PLG) in collaboration with Ipsos, new data has come to light about key trends shaping the Kingdom's thriving esports ecosystem. The latest data provides insights into awareness, female participation, viewership habits and platform preferences across KSA and the UAE. With an audience that is young, mobile-first, and digitally engaged, Saudi Arabia is not just consuming esports – it is shaping the future of gaming and esports. Commenting on the significance of the findings, Mathew Pickering, CEO of Power League Gaming, said, 'Saudi Arabia's esports evolution is progressing at an extraordinary pace. The rise in female participation, the growing preference for live esports experiences, and the Kingdom's mobile-first gaming habits highlight the immense opportunities within this rapidly expanding sector.' Pickering added., 'For brands, developers, and investors eyeing the Saudi market, success hinges on understanding and authentically engaging with this deeply connected gaming community. At Power League Gaming, we're committed to transforming insights into action, ensuring brands and publishers not only understand the gaming landscape but actively engage with it. From crafting immersive experiences to building strategic partnerships, we help our clients navigate this evolving space with solutions that drive real engagement and long-term impact, positioning them at the forefront of this growing field.' How Saudi gamers consume esports content YouTube Live remains the most widely used platform for esports consumption, with 50 per cent of Saudi gamers tuning in. However, social media is becoming increasingly influential in this ecosystem. Instagram has emerged as a key platform, with 33 per cent of Saudi gamers consuming esports content there, followed by X (formerly Twitter) at 31 per cent. Facebook (29 per cent) and TikTok (27 per cent) are also rapidly growing as preferred channels for gaming-related engagement. With social media playing a central role in esports consumption, brands looking to connect with Saudi gamers must prioritise targeted content strategies that resonate with this highly engaged audience. Tailored campaigns, influencer collaborations, and platform-specific storytelling will be essential for capturing attention and driving authentic engagement in this competitive space. Traditional media continues to play a role in esports growth, with TV viewership reaching 24 per cent in Saudi Arabia, slightly lower than the UAE's 27 per cent. This expansion into conventional broadcast media signals a broader mainstream acceptance of esports. The dominance of mobile gaming in Saudi Arabia is undeniable, with 70 per cent of Saudi gamers using smartphones to watch such content slightly ahead of the UAE's 68 per cent. PC usage for esports content remains significantly lower in Saudi Arabia (35 per cent), compared to the UAE's 54 per cent, reinforcing the Kingdom's mobile-first gaming culture and its emphasis on accessibility and convenience. Advertiser alert: games capturing Saudi Arabia's attention Saudi gamers engage with a diverse range of sports simulations, battle royale titles and tactical shooters. EAFC 24 and Fortnite are the most-watched esports competitions, each at 35 per cent, followed by PUBG at 34 per cent. DOTA, a leading multiplayer online battle arena (MOBA) game, holds a strong presence at 20 per cent. Meanwhile, Call of Duty and Counter-Strike — both known for their high-intensity, team-based gameplay — each attract 17 per cent of viewers. This lineup reflects Saudi Arabia's passion for competitive gaming, spanning strategic shooters, battle royale clashes and sports-driven esports experiences, with strong engagement across multiple genres. Beyond live matches, 66 per cent of Saudi gamers follow tournament recaps, while 63% actively seek gameplay strategies and tactical breakdowns. Interest in gamer interviews (64 per cent) and behind-the-scenes tournament content (49 per cent) highlights that Saudi gamers are not just spectators — they are deeply engaged in the esports ecosystem, eager to learn and improve their own gameplay. What demographics in Saudi Arabia are leading the esports market? Saudi Arabia's gaming audience is predominantly young and highly engaged, with 59 per cent of gamers aged between 15-24, in stark contrast to the UAE, where only 29 per cent of gamers belong to this age bracket. This demographic shift highlights the Kingdom's role as a burgeoning digital entertainment hub, fuelled by government initiatives under Vision 2030, which actively integrate gaming and esports into broader cultural and economic transformations. A significant 64 per cent of Saudi gamers are familiar with esports, with young adults and Arab respondents leading in awareness, reinforcing its mainstream acceptance. Female participation in gaming is also increasing, with 27 per cent of KSA gamers being women, compared to 20 per cent in the UAE. Notably, female esports awareness in KSA stands at 58 per cent, nearly on par with the UAE's 59 per cent. These findings highlight a cultural shift toward inclusivity, with more women engaging in competitive gaming than ever before. This new demographic also presents a fresh audience for brands, developers, and esports organisations, unlocking new opportunities to connect, engage, and market to an evolving and increasingly diverse gaming community in the Kingdom. A recognised sport and a social phenomenon Esports is gaining traction as a legitimate sport, with 57 per cent of Saudi gamers considering it a real sport, closely aligning with the UAE's 59 per cent. More than just a competitive activity, esports in KSA is becoming a social experience. The Kingdom is proving to be a powerhouse for live esports events, with 68 per cent of Saudi gamers having attended an in-person tournament. The enthusiasm for active participation is also evident, with 60 per cent of Saudi gamers expressing interest in competing in live esports tournaments. Additionally, community-oriented gaming events are rapidly gaining traction, with 61 per cent of Saudi gamers showing interest, compared to 59 per cent in the UAE. The future of esports in Saudi Arabia With a digitally engaged, highly participatory, and socially connected gaming community, Saudi Arabia is rapidly emerging as a global force in esports. The combination of youth-driven growth, increasing female participation, and government investment is accelerating the Kingdom's transformation into a premier esports destination. As Saudi Arabia continues to define the future of gaming in MENA, Power League Gaming offers in-depth industry insights and strategic initiatives that help brands establish meaningful connections with the gaming community. Power League Gaming specialises in gaming strategy, large-scale online and offline activations, branded and original content creation, influencer marketing, and educational gaming initiatives.
