Leveling Up Qiddiya in the World of Gaming and Esports
Qiddiya Gaming, part of the Corporate Communications team, partnered with Brash to amplify its sponsorship of the Esports World Cup (EWC) 2025 in Riyadh. The challenge was to create a presence that resonated with both the global esports community and the local Saudi audience, while staying true to Qiddiya’s corporate identity. As the most visible expression of our 18-month partnership, this project required us to bring Qiddiya’s brand to life in a way that was bold, culturally relevant, and authentic to gaming culture.
We developed a creative system rooted in four pillars: Qiddiya’s scarps reimagined for gaming, a bespoke dual-language typographic style, a megapixel frame for dynamic content, and animated ticker tapes for energy and rhythm. This design language was applied across social, arena, and on-site activations. During the event, we produced real-time social content, including interviews, highlights, and winner announcements, styled for both local and global audiences. On-site, we created booth content, takeover films, and arena displays, while guiding the wider EWC content team to ensure consistent brand expression.
The Esports World Cup 2025 drew millions of viewers worldwide, cementing its status as the premier global esports event. Qiddiya Gaming’s sponsorship presence stood out as bold and culturally attuned, engaging audiences both in Saudi Arabia and internationally. The activation not only amplified visibility for Qiddiya but also set a new benchmark for how the brand shows up in global esports, strengthening its reputation and laying the foundation for future world-stage initiatives.