PIF’s EA deal: What’s happening behind the scenes in esports?

RIYADH: Just weeks after the conclusion of the second edition of the Esports World Cup, the Saudis were ready for the next step.

In late September, the Public Investment Fund, along with investment partners, acquired the American video game company Electronic Arts for $55 billion, a deal considered one of the largest in the sector.

Riyadh is now given the key to entering global markets, bringing it closer than ever to achieving its goals, particularly those related to attracting tourists from Japan and South Korea, historical leaders in this sector.

The most prominent outcome of this deal is that Saudi Arabia will benefit from the EA player base, estimated at around 150 million annually, given that the company develops the most popular games such as FIFA and F1.

It will be easy for the Kingdom to organize tournaments with exclusive rights within the Esports World Cup to attract all these people to the Riyadh Boulevard in Hittin over the next few years.

Saudi Arabia’s influence and confident steps toward digital sports leadership have worried some American politicians, including Senators Richard Blumenthal and Elizabeth Warren.

They sent a letter to the Committee on Foreign Investment in the US Treasury Department demanding strict scrutiny of the deal, arguing that it goes beyond a financial investment to influence storytelling and content, which they say influences American culture.

EA responded that the deal has been approved and aims to accelerate innovation and growth in the entertainment industry, according to PC Gamer, a British magazine specializing in the video game industry.

Saudi Arabia’s passion is relentless. The latest edition of the Esports World Cup saw the Saudi Tourism Authority join as an official partner, capitalizing on the tournament’s audience of 3 million visitors.

Meanwhile, the General Entertainment Authority installed giant interactive sculptures of famous characters such as Gundam and Vegapunk in Boulevard World during the Riyadh Season, seeking to attract Asian audiences through various entertainment experiences such as Anime Cafes, Japan Park, and a Kanji calligraphy experience.

Here’s the question: Will the number of tourists coming to Saudi Arabia from Asian capitals such as Beijing, Bangkok, and Manila, as well as Taipei, Singapore, and New Delhi, increase before the start of the 2027 AFC Asian Cup and the 2034 World Cup?

Faisal bin Homran, chief product officer at eSports World Cup Foundation, confirms that their strategy with clubs encourages fans from their home countries to come to Riyadh as part of an integrated sports, tourism, and entertainment journey.

The latest club tournament generated 350 million viewing hours, with prizes exceeding $70 million, the largest prize pool in the history of the global eSports sector.

Further fueling the growth are the combined efforts of partners in China, Japan, Germany, and the US ahead of the inaugural eSports National Team Cup in Riyadh in November 2026.

Bin Hamran believes the sustainability of the game lies in enhancing it with artificial intelligence technologies and increasing viewership, despite challenges such as differing audience tastes, the decline of some games among citizens of different countries, and the time difference between the East and West.

All of these obstacles are fading thanks to the continued support and attention of Crown Prince Mohammed bin Salman.

The eSports sector aims to contribute $13 billion to Saudi Arabia’s GDP by 2030. Bin Hamran believes that current planning will lead to amazing future results, not only in terms of sporting enjoyment, but also in terms of financial outcomes.

He said: “Most of the current targets have been achieved, and most of the revenues come from partnerships, viewership, visitors, tickets, sponsorship rights, advertising, promotional merchandise, and fees from game-producing companies.

“Profits will double and increase in the coming years. Our goal is to double viewership, follow-up, and participants, while increasing the value of the game’s brand for sponsors and advertisers.”

Sports fans are wondering about the possibility of creating a global game that reflects Saudi identity after the sovereign wealth fund acquired EA.

Bin Hamran told Al-Eqtisadiah: “It is possible, as the company owns the largest international studios, and there are ongoing discussions with other studios, which will undoubtedly develop local content played by hundreds of millions around the world.

“Also, electronic game publishers are racing to open headquarters and studios with the latest technology in Riyadh, with financial investments pumped into them under the umbrella of major partnerships. It is sufficient that the national strategy for games aims to provide more than 39,000 job opportunities over five years.”

RIYADH: As Saudi Arabia attracts a growing influx of CEOs and high-net-worth individuals, the demand for concierge and lifestyle management services is soaring — with requests becoming increasingly complex and personalized.

“There’s an avalanche of people, for all the reasons that you would know, relocating to Saudi Arabia,” said Sir Ben Elliot, founder of global luxury concierge firm Quintessentially, in an interview with Arab News during TOURISE — the Saudi Ministry of Tourism-powered global summit held in Riyadh from Nov. 11–13.

For many new arrivals, the focus is on navigating practicalities: opening bank accounts, securing cars and drivers, hiring domestic staff, and finding schools for their children. “You need real proactive help to sort stuff out,” Elliot said. “Some of that stuff is a minefield.”

Over the past 18 months, demand has not only increased but also evolved, prompting Quintessentially to enhance its local operations. Elliot explained that the company is merging international expertise with Saudi talent to ensure high service standards from the outset.

“We brought people from our offices around the world working with young, brilliant, talented Saudis so that the service that you can expect when you arrive is really ticked off,” he said.

Elliot noted that Quintessentially’s outbound support for Saudi members is also expanding, reflecting the growing global mobility of Saudi travelers. “What we’re seeing from Saudis themselves is huge,” he said. “We have great people on the ground servicing that.”

According to Elliot, the definition of luxury is shifting from material possessions to emotion-driven, experiential value — especially among younger consumers. “If you think about the history of luxury, it has often been about things, materials,” he said. “They want to experience, they want to feel.”

He emphasized that brands in hospitality, retail, and travel need to focus on “meaningful human touch and relationships.”

Elliot highlighted Saudi Arabia’s approach to merging sustainability with luxury as a key opportunity for the sector. “The Kingdom of Saudi Arabia is at the forefront of trying to marry sustainable development alongside a kind of luxury experience,” he said.

He pointed to Diriyah as an example of how cultural authenticity can coexist with modern hospitality and retail offerings. “Whenever I take friends who have never been to Saudi Arabia, to Diriyah, that to me is a physical manifestation of where culture (and) sustainability meets a pretty kind of modern experience,” he said. “It feels absolutely real and authentic.”

Elliot said hosting TOURISE in Riyadh was symbolic of the city’s rapid evolution. “Everyone can see what’s happened here in the last 6 or 7 years, it’s kind of seeing is believing,” he said.

He also reframed sustainability as a shared responsibility across industries, warning that leaders who fail to prioritize environmental and social impact risk alienating younger generations.

Despite the rise of technology, Elliot underscored that the essence of travel and tourism remains deeply human. “We humans want to interact with other humans,” he said.

PIF’s EA deal: What’s happening behind the scenes in esports?