In this industry snapshot, Burson’s Robin Heymann, Regional Director – Sports & Entertainment, delves into the shifts and behaviours of the esports and gaming landscape. He highlights the importance of understanding audiences and adapting to a new generation of fans.
What has been the most significant shift in the gaming and esports marketing landscape over the past year?
Reputation and credibility for gaming and esports in the region internationally have continued to grow from fans, players and investors.
This past year has been transformative for gaming and esports in MENA. The region has moved from emerging player to global hub, hosting world-class events and shaping how the industry evolves. Our team has grown in step with that shift – from advising on high‑level strategy to supporting some of the biggest international tournaments on the calendar.
Gaming audiences here are digitally native and mobile first, so our campaigns are built on data-driven insights and deep cultural fluency, then scaled globally. That means grounding ideas in player behaviour, community insight and platform trends – not just repurposing traditional assets. With MENA now helping set the future of gaming, brands that fail to adapt risk becoming irrelevant to a new generation of fans.
What are brands still getting wrong when trying to engage gaming audiences – and how should they be approaching the space differently?
Firstly, understanding the communities who you’re speaking to. Gaming (everyone who plays) and esports (elite competitive level) audiences are two different groups with different nuances, expectations and platforms to play, watch and engage with. We’re also seeing a mix of age groups and demographics in the region. Sticking to a generic playbook that is one way and, for example, only speaks to a young core audience is limiting.
Secondly, really understanding the cultural context of the region and its passionate communities in the sector. Earning the right to “play” and show how your brand can add value to their experience, whether it’s an energy drink, console or a telco, is vital to be accepted by the community.
Success requires building a targeted and comprehensive strategy that adds value, including paid native integrations that respect the play, earned media built on authentic PR and cultural relevance. The best campaigns feel authentic via creator-led and creator-first partnerships supported by owned, always-on content that builds long-term community.
By blending these pillars, brands shift from being interruptions to becoming integral parts of the ecosystem. Our integrated approach ensures every touchpoint, from social-first video to influencer streams, feels organic, meeting gamers where they live to build true reputation capital, rather than just buying impressions.
How are you measuring the effectiveness of gaming and esports campaigns, and what metrics matter most to your clients?
Effective measurement has moved beyond reach and impressions. Our clients demand measurable impact across visibility, engagement and cultural relevance. We look at sentiment, share of voice and influencer impact, as well as how campaigns build long‑term brand equity.
At Burson, we prioritise sentiment and brand equity, as evidenced by our work on the Esports World Cup, where we ignited a global conversation across 128 countries and 56 languages to claim true narrative ownership.
Similarly, our Pokémon GO launch in Saudi Arabia used a community-led influencer strategy to create a cultural phenomenon. This integrated campaign secured #1 rankings on YouTube and app stores, driving 50.8M impressions and a 5,000-strong live event.
What trends in gaming culture or audience behaviour are influencing how campaigns are being designed today?
Gaming audiences expect personalised, culturally relevant experiences, and that’s reshaping how we design campaigns from the ground up.
At Burson, we’re leveraging AI-driven insights from tools like WPP Open, our intelligent marketing operating system, to design campaigns that are not just targeted but truly tailored to specific audiences, platforms and behaviours – and to optimise them in real time.
We’re also seeing a shift to always‑on storytelling, where campaigns evolve based on audience interaction. The result is more agile, impactful work that builds reputation capital by connecting with communities in ways we can measure and continually improve.