Latest news with #MatthewPickering
Campaign ME
9 hours ago
- Business
- Campaign ME
PLG, NVIDIA and Bethesda unite for DOOM: The Dark Ages MENA launch
Power League Gaming (PLG), an esports and gaming agency, in collaboration with NVIDIA and publisher Bethesda, hosted an exclusive event to celebrate the regional launch of the combat game 'DOOM: The Dark Ages' in the Middle East. The event celebrated the game's new edition and brought creators and gamers together through RTX 50-powered immersion According to Power League Gaming data, over 70 per cent of MENA gamers (74 per cent in the UAE and 71 per cent in Saudi Arabia) proceed to purchase products after seeing in-game content by their favourite creators. Thus, showcasing how the region's power in shaping global game momentum through authentic, influencer-driven engagement. Held on May 25th at Power League Gaming's studios in Dubai, the activation brought together top gaming creators for a preview of the iconic franchise's latest release – powered by NVIDIA's most advanced gaming technology to date. Guests were given early access to DOOM: The Dark Ages through an immersive experience closely aligned with the game's global and regional release. Matthew Pickering, CEO of Power League Gaming, said, 'By teaming up with NVIDIA, Power League Gaming has engineered a world-class arena where MENA's leading creators don't just play DOOM: The Dark Ages, they live it. Pure, cinematic immersion, no compromises. This is how we turn blockbuster titles into landmark experiences that place our region's talent squarely at the centre of the global gaming narrative.' They stepped into a cinematic environment inspired by the game's dark fantasy world, with hands-on demo stations powered by NVIDIA's GeForce RTX 50 Series, atmospheric set design that brought the DOOM universe to life, and photo capture zones designed specifically for creators. A curated creator lounge offered a relaxed space for networking, refreshments, and real-time content sharing. The event highlighted how NVIDIA's RTX technology – powered by DLSS 4 to deliver peak FPS and lifelike visuals – dramatically elevated the game's visual fidelity and performance. With real-time ray tracing, advanced frame generation, and the new idTech 8 engine, the gameplay experience delivered ultra-smooth frame rates and stunning detail. Played on RTX 50 Series desktops by ZOTAC and laptops by MSI – and paired with Razer accessories – the experience gave creators a preview of how the game is truly meant to be played. Chantelle Tavid – Head of Marketing MENA/CIS at NVIDIA commented, 'We're incredibly grateful to everyone who made this event special from the Dubai Program for Gaming and Bethesda to our hardware partners and amazing content creators. It was a pleasure to offer creators a true RTX-powered experience of DOOM, showcasing how RTX transforms gameplay with ultra-smooth performance and incredibly realistic visuals, thanks to the power of DLSS 4 – the way DOOM is meant to be played.' This event transformed into a high-impact, participatory storytelling, capturing the imagination of gamers through an immersive experience and the inclusion of authentic regional voices. The evening brought together 42 creators, influencers and partners from across the region. Their content from the launch is expected to be posted across digital platforms in the coming weeks, driving sustained interest and regional community hype around DOOM: The Dark Ages. The collaboration with NVIDIA and Bethesda solidifies Power League Gaming's growing reputation as the go-to launchpad for global games entering the Arabic-speaking world. Bethesda's involvement added even greater anticipation and weight to the experience, bringing one of the world's most beloved game franchises to the doorstep of MENA's thriving gaming and creator economy. As the MENA gaming population continues its explosive growth – with over 30 per cent of the region's 170 million people identifying as gamers, and the majority engaging with games or gaming content nearly five days a week – early-access trials like this play a crucial role in creating culturally relevant, creator-powered engagement.
Arab News
15-04-2025
- Entertainment
- Arab News
When pixels meet fabric: How gaming is reshaping fashion culture in Saudi Arabia
RIYADH: Gaming in Saudi Arabia is shaping fashion trends, influencing consumer behavior, and redefining personal identity among the Kingdom's youth. With nearly 70 percent of the population identifying as gamers, what began as a digital pastime has evolved into a lifestyle — and that lifestyle is now visible on the streets. According to a study by Power League Gaming and Ipsos, the relationship between gaming and fashion in the Kingdom is 'symbiotic and fast-evolving.' Global brands are now actively entering the Saudi gaming scene. In 2023, Adidas became the official merchandise partner of Gamers8, the Kingdom's largest gaming festival, co-branding esports jerseys and offering customizations on-site for fans. 'Gaming is culture in Saudi Arabia, and fashion is naturally blending into that culture,' said Matthew Pickering, CEO of Power League Gaming. For many gamers clothing has become an extension of their in-game identity. Whether it is a hoodie inspired by a favorite title or a jersey from a national team, Saudi gamers are increasingly expressing their digital passions in real life. Norah Shobili, a longtime gamer, noted that what started as basic T-shirts with logos has transformed into something deeper. Shobili said: 'Now it's more like game skins — rare, valuable, and connected to status. I once won the official Saudi Overwatch team shirt from the 2023 World Cup. I tried it on, then put it back — I'm planning to frame it because it's more valuable to me that way. It was a limited-edition piece sold only at the headquarters of Saudi electronic games.' This shift from novelty to lifestyle is especially visible in streetwear. Pickering said: 'Saudi gamers tend to gravitate toward casual, sporty clothing — limited-edition sneakers, graphic tees, hoodies tied to their favorite teams or games.' That style is not just for men. Nearly half of Saudi gamers are women, and many have merged modest fashion with gaming aesthetics — bold makeup inspired by game characters and culturally mindful outfits that still nod to the gamer identity. Gamer Roaa Al-Johani echoed this blend of style and sentiment, saying: 'It's not just about playing games. A lot of gamers show their love for gaming through how they dress. It's like wearing your passion out loud.' Shatha Al-Yousef, another gamer, shares that view. 'From my perspective I see the worlds of gaming and fashion as almost inseparable. Every gamer has some aesthetic sense that reflects who they are — whether in-game or in real life,' she said. 'It's not just about gameplay. Even your appearance has become part of what defines you as a gamer.' Still, this movement is relatively new in the Kingdom. 'I believe our community is now OK with whatever you wear if it doesn't have someone's face on it,' said Shobili. 'Other than that, dress however you like, and (you) will be stopped by someone who actually knows what you're wearing.' While global brands are jumping in, not all local voices are convinced of their authenticity. 'I've never really seen meaningful collaborations between fashion brands and Saudi gamers,' Shobili added. On the other hand, Al-Johani takes a more pragmatic view, saying: 'They're definitely commercial, but I honestly don't mind that. I love when people get to express what they're into — even if it's part of a trend.' Al-Yousef also finds value in wearing game-inspired clothing. She said: 'I've seen a few outfits inspired by games that were really unique, though sometimes they mix characters from anime or generalize the gamer image, which doesn't always feel accurate. 'Personally I love wearing pieces that connect me to my favorite characters — it makes me feel closer to the games I love.' Pickering believes authenticity is the differentiator. 'Successful campaigns are the ones that respect the community,' he said, pointing to projects like the Namshi x Adidas Fortnite Challenge, which generated over $1.4 million in sneaker sales and 39 million impressions. Another campaign with Maybelline New York targeted female gamers through a custom Fortnite challenge and increased conversion rates by over 3.6 percent. What sets the Saudi market apart is its youth and energy. More than half of Saudi gamers are between 15 and 24, compared to only 29 percent in the UAE. 'It's a young, dynamic audience that drives trends,' said Pickering. The market is also more gender-diverse than many might expect, significantly higher than in many neighboring markets. Looking ahead, both gamers and experts agree that the next phase in the evolution will come with the upcoming Esports World Cup in Riyadh. Speaking about the Overwatch World Cup, which was won by Saudi Arabia in 2023, Shobili said: 'After the OWWC, the gaming culture got more recognition by more people in the community, and with the Esport World Cup (around) the corner, many teams' ... supporters are going to be seen wearing clans' merchandise. 'I believe this is an opportunity for local designers to be part of this international event.' Al-Johani shares that hope, saying: 'I'd love to see more events and collaborations. It's so great when every group — gamers, anime fans, sports lovers — gets something that speaks to their interests.' The future of fashion, Pickering believes, may be born on gaming platforms. With the rise of AI, AR, and VR, gaming is becoming a testbed for virtual fashion — digital skins, avatar style, and virtual stores. 'We expect a future where a gamer in Jeddah shops a new collection in the metaverse, tries it on virtually, and receives both the in-game skin and real-world version at home,' he said. As lines blur between reality and virtual life, fashion brands that embrace this shift early — especially in tech-savvy, youth-driven markets like Saudi Arabia — are likely to define the next generation of style.
