Sony & Fnatic bring esports experience to Saudi fans at EWC 2025

Sony Middle East and Africa teamed up with UK-based esports organisation Fnatic for an interactive fan activation at the 2025 Esports World Cup in Riyadh (8–13 July). The Content Creator Park booth featured meet-and-greets with Fnatic’s Valorant pros, hands-on trials of Sony’s INZONE H5/H9 headsets and M10S gaming monitor, plus giveaways and casual play sessions.

The products — co-developed with Fnatic and used in their pro training — gave fans a taste of elite esports setups. A second public appearance took place at Sony World in Riyadh’s Granada Mall on 10 July.

The partnership comes as Saudi Arabia’s gaming market exceeds SAR 7.88 bn, with esports contributing over SAR 83 m in 2024, reflecting the Kingdom’s rapid investment in the sector.

Read more here on how Sony and Fnatic are powering Saudi Arabia’s growing esports scene.