Saudi Arabia Aiming to Drive eSports to Even Greater Heights

The 2024 eSports World Cup in Saudi Arabia has been billed as an event which will fire professional gaming into another stratosphere.
The tournament has captivated the gaming community with its $60 million prize pool and roster of popular games such as League of Legends and Counter-Strike.
However, while the ambition is clear, the eSports World Cup has failed to match some of the figures tallied by other major eSports events.
Read on as we evaluate the tournament from multiple angles, from viewership figures to long-term marketing potential.

Early Performance & Viewership

The eSports World Cup has already garnered more attention than previous similar events.
According to official data from eSports Charts, average viewership grew by nearly eight percent compared to last year’s Gamers8 held in Saudi Arabia.
This growth is promising but might not be enough to position the World Cup as a dominant force in the eSports calendar.
Some observers have already pointed out that viewership numbers still lag behind those of established events such as Games Done Quick and the League of Legends World Championship.
However, early statistics from the event indicate a rich engagement level. The World Cup peaked at 2.4 million viewers in the opening week, accumulating 36 million hours of watch time.
This is a healthy figure that shows substantial interest in the competition. The numbers are not mind-blowing, but it is a decent start.

Betting

Professional gaming has rapidly grown into a worldwide phenomenon over the last few years, leading to a surge in betting interest.
With millions of fans tuning in to watch their favourite teams and players compete, it is no surprise that betting on eSports has become a lucrative industry.
The excitement and competition eSports generates are perfect for sports betting sites for Arab players.
Numerous betting platforms offer odds on various aspects of the games, from match winners to player performance, which can make the viewing experience more enjoyable for fans.
The combination of eSports and betting could be groundbreaking for both industries. Organisers can tap into a new revenue stream while fans enjoy more engagement.

Sponsor Perspective

For many sponsors, including massive brands such as PepsiCo and Mastercard, the eSports World Cup is more than just viewership statistics.
Their involvement is an investment in long-term brand engagement and market positioning rather than immediate returns.
“Our partnership with the eSports World Cup has brought us closer to millions of fans,” said EVP of Global Sponsorships and Partnership Models at Mastercard Pernilla Winberg Babtist.
She highlighted the positive early metrics and expressed confidence in the event’s marketing value beyond mere numbers.
PepsiCo’s SVP and CMO Karim El Fiqi also felt the same way, focusing on the broader value of the sponsorship. “The on-ground engagement with consumers and the equity we build with gamers is crucial,” he explained.
El Fiqi also noted the importance of the event within the context of Saudi Arabia’s Vision 2030, which aims to diversify the economy and promote cultural and economic growth.

Strategic Benefits & Regional Impact

According to the managing director of Strive Sponsorship, Malph Minns, the connection between the event and other government-backed projects allows sponsors to build their regional presence without shelling out obscene sums on promotion.
“Companies operating in that region are very cognizant of maintaining favourable relations with government entities,” Minns said.
This view has been supported by the event’s ability to attract high-profile sponsors and partners such as Unilever, Amazon and adidas.
These brands see the World Cup as a way of engaging with the burgeoning eSports community and building brand equity.

Event Experience & Prospects

The World Cup was designed with a unique cross-game format, with top teams and players competing across 22 competitions in 21 leading games. This makes the competition more exciting for viewers.
The 8,000-capacity Saudi esports Federation Arena at Boulevard Riyadh City has received widespread praise as the host infrastructure.
The 220-acre development at the Prince Turki al-Awwal Road is a world-class entertainment centre that rivals any structure of its kind anywhere in the world. The town also features jaw-dropping architecture, cafes, shopping centres and theatres.
Liverpool and Portugal international forward Diogo Jota attended the opening ceremony and was effusive in his admiration for the scale and execution. The 27-year-old former Wolverhampton Wanderers attacker is an avid gamer and investor in the eSports scene.
“The level of investment and infrastructure is exactly what eSports needs to grow and reach a wider audience,” Jota said.
His positive feedback is a sign that the World Cup can make a significant impact in the eSports universe over a long-term period.