With 285,000 tickets sold and 22 global sponsors in 2025, the Esports World Cup is positioning itself alongside the Olympics and FIFA World Cup but its real power lies in its ability to turn sponsors from advertisers into participants in a community that brands can no longer reach through traditional channels

The development is particularly relevant for high-growth regions such as the Middle East, where gaming adoption is rising rapidly across markets including Saudi Arabia, the UAE and Egypt

Roblox said the system will also support future measures, including age checks for creators using certain collaboration tools and features designed to make it easier for children to chat with parents and siblings

Running until August 24, the event features 25 tournaments across 24 leading game titles and brings together more than 2,000 elite players from around the globe

As the UAE Lottery looks to grow its user base and revenue streams, the partnership is expected to lay the groundwork for future gaming innovations across the region

The inaugural edition of the games attracted over 2,000 athletes from more than 100 countries

Located in Building 1.15 of the King Abdullah Financial District, the headquarters also houses Globant’s third global “Playground” — an immersive experience centre featuring interactive AI- and sports-themed installations

The five-year agreement will see NIP Group establish its global headquarters in Abu Dhabi