Sony INZONE and Fnatic Deliver Immersive Fan Experience at 2025 Esports World Cup in Riyadh
Sony Middle East and Africa, in partnership with leading global esports organisation Fnatic, brought fans closer to the action at the 2025 Esports World Cup in Riyadh through a fully immersive experience highlighting cutting-edge gaming gear and personal interaction with esports stars.
The collaboration took place against the backdrop of Saudi Arabia’s rapidly expanding gaming ecosystem, which surpassed SAR 7.88 billion in market value in 2024. Esports alone contributed over SAR 83.28 million, cementing the Kingdom's position as a global gaming powerhouse.
From 8–13 July, fans visited the INZONE x Fnatic booth at the Content Creator Park, where they met Fnatic’s top-tier Valorant roster, including Jake ‘Boaster’ Howlett, Austin ‘Crashies’ Roberts, Kajetan ‘Haremski’, Timofey ‘Chronicle’ Khromov, and Emir Ali ‘Alfajer’ Beder. Visitors also tested Sony’s latest INZONE gear, designed with input from professional players.
The booth featured interactive gaming zones, giveaways, and a hands-on showcase of the INZONE M10S gaming monitor and the INZONE H5 and H9 wireless headsets — all co-branded with Fnatic and developed to deliver elite performance for competitive play.
Product Highlights:
INZONE M10S Monitor: Engineered for ultra-responsive gameplay, with enhanced visuals and low latency settings favoured by professional players.
INZONE H5 & H9 Headsets: Offer immersive 360° spatial audio and long-lasting battery life — up to 32 hours — optimized for marathon gaming sessions.
In addition to the World Cup experience, fans also had the opportunity to meet Fnatic’s Valorant team in person at Sony World, Granada Mall, on July 10, where they explored the INZONE lineup and shared gaming tips in an exclusive in-store event.
The collaboration coincided with Fnatic's participation in the Valorant tournament, part of the Esports World Cup’s inaugural inclusion of Riot Games’ tactical shooter. Sixteen global teams competed live on LAN for a SAR 4.69 million prize pool.
A Strategic Partnership for the Region
Jobin Joejoe, Managing Director of Sony Middle East and Africa, commented:
> “With more than 33 million gamers across the GCC and nearly 62% of the total gaming population in Saudi Arabia, this activation connects with a passionate and fast-growing audience. We’re proud to bring this unforgettable experience to Riyadh.”
Sam Mathews, Founder & CEO of Fnatic, added:
> “We’ve always believed in being right where our fans are. This partnership with Sony INZONE is about building moments that matter — and Riyadh has been an incredible stage for that.”
This initiative marks another chapter in the multi-year global partnership between Fnatic and Sony INZONE, announced in June 2023, aimed at blending Fnatic’s competitive legacy with Sony’s innovation in high-performance gaming technology.