The ongoing 2025 eSports World Cup (EWC) in Saudi Arabia has attracted competitors and spectators from every corner of the globe.
The showpiece event is delivering suspense-filled gaming action, cultural showcases and appearances by numerous celebrities.
Under the 'Saudi, Welcome to Arabia' brand spearheaded by the Saudi Tourism Authority (STA), the eSports World Cup is a core tenet of its youth-focused marketing plan.
Around 70 percent of Saudi Arabia's population is aged under 30. Professional gaming offers a direct connection to a demographic which is eager to engage with the sector.
Saudi Arabia has already become a sports hub that hosts Formula One, Boxing, UFC and football tournaments. Add eSports to that list now.
Last year's edition reportedly attracted around three million visitors to the Middle East, and the STA predicts they will surpass that number this year.
On the event floor, there is a tourism booth that identifies several exciting destinations in the Kingdom. Fans are encouraged to venture beyond Riyadh and immerse themselves in sightseeing.
Even though most of the discussion around the EWC has been tied to tourism and culture, the tournament has the audience numbers to make a case for regulated betting in Saudi Arabia.
Many international eSports tournaments and the teams which compete in them are supported by lucrative revenue from gambling sponsors.
Some of the reputable sportsbooks which offer eSports odds are linked to the best Arab casinos online, so the link between the sectors is easy to make.
The EWC has brought some football stars out to play. Brazilian icons Kaka and Ronaldo Nazario came for the football-themed week to help attract fans beyond the gaming audience.
Chief Operating Officer of the EWC Foundation, Mike McCabe, said: "Their presence reflects values that connect traditional sport and gaming - bringing together legends who inspire multiple generations."
Betting is still prohibited in Saudi Arabia, but the Gulf nation is putting together tournaments that promote the activity in full view of policymakers.
Chess grandmaster Magnus Carlsen was another celebrity guest appearance, delivering a dominant performance at the tournament.
While chess may not be the biggest draw for betting enthusiasts, the Saudi format brought something different. There were 10-minute games with incremental times, making them super tense and unpredictable.
More than 30,000 people watched Carlsen's performance on chess.com, showing that even cerebral games can generate massive engagement numbers that iGaming operators cherish.
The EWC has surpassed expectations. Its production is sleek, celebrities are integrated seamlessly, and the cross-platform reach makes it easier to normalise the conversation around betting.
Last year's showpiece generated over 7,000 hours of content in 30 languages, promoting Saudi Arabia to the wider world. If Saudi Arabia ever changes its tone on gambling, familiarity with betting content will ensure smoother adoption.
Unsurprisingly, the EWC has many detractors. They argue that the Saudi government is engaging in ‘sportswashing’ to deflect attention away from human rights issues in the country.
Gambling will face similar opposition from conservative factions and international advocacy groups. Despite this, the momentum has been remarkable.
Saudi Arabia opened itself to tourism in 2019 and has hosted some massive events. The EWC is showing how the country is ready to tweak its cultural policies if it brings economic opportunities.
The global eSports betting market is expected to surpass $20 billion by 2027, and Saudi Arabia would be well advised to tap into it.
Hosting tournaments that avid gamers and sports fans can enjoy is helping Saudi Arabia build the infrastructure for regulated gambling.
They are partnering with international organisers, broadcasters and sponsors to acclimatise themselves to the best industry practices.
Legalised and regulated gambling is the next natural step along the road to Saudi Arabia achieving its ambitious global goals.
