��������

RIYADH: Niccolo Maisto is the CEO of ESL FACEIT Group, a leading esports and video game entertainment company which was involved in the recently concluded Esport World Cup in Riyadh.

Maisto, who co-founded the company in 2011, spoke to Arab News about his organization, its sale to Savvy Group in 2022 and the esports landscape in ��������.

How did the acquisition by Savvy come about and what did it mean on a personal level and for the organization?

The acquisition and merging of ESL and FACEIT under the Savvy Games Group, backed by the Public Investment Fund, was a pivotal moment for esports. It was a powerful validation of competitive gaming’s emergence as a global entertainment powerhouse and a significant engine for cultural and economic progress. For me, it opened up an unprecedented pathway to realize our most ambitious goals for competitive gaming and community cultivation on a truly worldwide scale.

The genesis of ESL FACEIT Group (EFG) was about more than just combining assets; it was about fusing the complementary businesses. We brought together FACEIT’s cutting-edge digital platform and vibrant community infrastructure with ESL’s unparalleled heritage in live events and global IPs. The result is a singular, integrated ecosystem, purpose built to deliver an unmatched experience to every player, fan, and partner, from grassroots to the pinnacle of professional play.

My journey since the acquisition has been one of significant evolution, with a focus on harnessing our newfound scale and the substantial investment to ignite innovation, strategically expand into new territories, like the Middle East, and build the infrastructure essential for the industry’s long-term viability.

This period of growth also brings with it an even greater sense of responsibility. We must serve not only our immediate community but the broader esports ecosystem, encompassing publishers, teams, players, and, most importantly, the fans.

How do you find the gaming and esports scene in the Kingdom?

��������, as one of the fastest-growing gaming markets, offers unparalleled potential for innovation and growth. It is also the first country in the world to have a dedicated National Games & Esports Strategy, which aims to create 39,000 jobs and contribute SAR 50 billion ($13.3 billion) to its GDP by 2030. This approach aligns perfectly with our mission to elevate esports on a global scale. As gaming becomes ever more popular in the Kingdom, so does the appetite for opportunities in esports, both recreationally and professionally. Hosting the Esports World Cup in ��������, as well as local events such as the ESL Saudi Challenge is an important step in offering local fans firsthand exposure to the opportunities that esports bring.

What is your vision for the company development in the next few years, and how does it affect the esports scene in the Kingdom?

To ensure that we are capitalizing on the esports momentum in the region, we’re significantly expanding our presence by establishing a dedicated local broadcast hub. We’re also actively adapting our core platforms, like FACEIT and Mobalytics, for the local audience and undertaking recruitment across various departments to ensure a deep, lasting footprint in the Kingdom.

While we’re constantly looking ahead to exciting possibilities, such as bringing more live events like DreamHack to the region, our immediate priority is to forge a genuine regional hub. This hub won’t just deliver top-tier esports experiences; it’s designed to actively nurture local talent and develop capabilities within the community. By offering content in Arabic and organizing local tournaments like the ESL Saudi Challenge, we’re ensuring our initiatives truly resonate with Saudi audiences, all while respecting local culture and regulations.

This approach creates a powerful link between global esports excellence and the Kingdom’s local ambitions. We’re not simply providing entertainment; we’re actively contributing to ��������’s transformative vision, aligning with its goals for economic diversification and youth empowerment. Our efforts are geared towards building a robust and sustainable ecosystem that fosters new talent, sparks innovation, and firmly establishes the Kingdom as a global leader in gaming and esports.

What are the company’s future projects?

Establishing an office in �������� underscores EFG’s long-term commitment to what is arguably the most rapidly expanding esports market globally. This physical presence allows us to integrate more closely with crucial partners and directly contribute to the ambitious Vision 2030 objectives and the Kingdom’s booming gaming and esports landscape.

We’re actively exploring avenues for IP development specifically crafted for local audiences, ensuring our content is both culturally resonant and maintains EFG’s signature global quality. While we recognize the immense future potential for expanding into live events and immersive community experiences, our current priority is on solidifying the groundwork: building robust local teams, tailoring our products, and setting up the essential infrastructure to consistently deliver world-class esports across the entire region.

What was the company’s role in EWC?

EFG is the official operating partner for the Esports World Cup. EFG is responsible for building the identity and product proposition of the Esports World Cup with a unique cross-game format that unites the entire industry under a global and impactful tournament. This includes tapping EFG’s decades of expertise to oversee tournament operations, broadcast production, marketing, and more.

RIYADH: Riyadh didn’t just host a conference this weekend — it made history. Day One of the New Global Sport Conference 2025 (NGSC) transformed the Four Seasons Hotel into a global hub for the future of gaming, esports, and sports. More than 1,500 leaders, innovators, and creators from around the world came together to discuss one question: What comes next for the world of play?

And �������� came to play in a big way. The Kingdom unveiled an ambitious master plan to solidify its position as a global esports powerhouse, announcing that the Esport Nations Cup will launch in November 2026 in Riyadh. The tournament promises to build national pride and deliver the kind of iconic moments gamers will remember for generations.

Prince Faisal bin Bandar, president of the Saudi Esports Federation, captured the transformation brought about by introducing international esports events to the Kingdom perfectly. “Three million people visited Riyadh in the middle of summer, despite the heat, to attend events like the Esports World Cup and the New Global Sport Conference,” he said. “These were times when, in the past, everything would shut down — restaurants, stores, hotels — but now, thanks to gaming and esports, the city is operating at full capacity.”

The investment driving this transformation is just as bold. Speaking at the conference, Saudi Minister of Investment Khalid Al-Falih said: “The gaming and esports sector is one of the fastest-growing industries in the world, and the Kingdom views it as the ‘new oil,’ as it relies on our most important strategic resource — human capital.”

Another official added: “We are making massive investments in the esports sector because it connects technology, education, tourism, and innovation.”

The community-driven side of this growth is just as significant. Faisal Bin Homran, chief product officer of the Esports World Cup Foundation, highlighted the importance of building relationships with the players, producers and fans who make the ecosystem thrive.

“We are community-powered, and that’s what keeps us close to the players, clubs, publishers, and fans — whether they’re here on the ground or across the globe. By listening to what they want, we’ve been able to grow faster and build a stronger esports fandom in ��������. This year alone, we saw over 200 clubs and 2,000 players from more than 100 nations participate, with over 10,000 players competing in qualifiers. It shows that, beyond prize money, the level of competition and passion for esports is higher than ever — and we’re proud to be part of that growth.”

That vision of progress and pride resonated throughout the conference. As Ralf Reichert, CEO of the EWCF, noted, “When nations compete, the rules remain the same, but the meaning rises. Victories happen; they are not just wins, they become national memories.”

Throughout the day, the sessions were as dynamic as the announcements. Ubisoft took the audience on a journey through its evolution from a small publisher to a global powerhouse, hinting at how legacy titles will continue to evolve for future generations. Industry experts explored how mobile platforms are now the backbone of global gaming growth, with one strategist emphasizing, “Mobile gaming isn’t the future — it’s the present. If you’re not building for the phone in someone’s pocket, you’re missing billions of players ready to connect, compete, and create.”

Others dove into the power of intellectual property, describing IP as “the currency of the next era of gaming,” fueling everything from collaborations to film and streaming adaptations.

The diversity of voices on stage reflected the global reach and potential of the industry.

Jumana Haj-Ahmad of UNICEF spoke about the social impact of gaming. “With around 3.3 billion gamers globally, gaming is more than entertainment; it’s a platform for learning and connection,” she said. “But that also means we must set global standards to ensure that every gamer’s experience is safe, inclusive, and impactful.”

Dan Clancy, CEO of Twitch, praised the region’s rising influence: “The Arabic community has showed active engagement on Twitch for years. It’s been incredible to finally support this community by localizing our platform. This isn’t just a market; it’s a vibrant, creative hub that’s influencing gaming culture globally.”

What truly stood out, though, was the energy pulsing through every corner of the venue. Between sessions, hallways became buzzing networking arenas where developers pitched ideas to investors, creators discussed collaborations, and thought leaders mapped out the next wave of innovation.

As the first day wrapped up, excitement filled the air with conversations echoing through the halls. Day two will highlight how AI and gaming are shaping the future of interactive communities and expanding the global game.

The next era of global gaming is being written in Riyadh. And for the gaming community, that means bigger stages, bolder opportunities, and stories that will define a generation.