The brief
Our goal was to increase awareness of esports and build a strong community in the State of Kuwait, encouraging players to participate in esports tournaments to achieve their dreams.
The club's goals
- Develop the esports ecosystem in Kuwait.
- Maintain the international competitiveness of Kuwaiti players.
- Attract sponsors and investors to the scene.
- Create a fair, robust competitive environment.
- Provide esports education workshops for academic institutions.
Our insight
When we started, esports in the Arab world — and Kuwait specifically — was still in its infancy, with awareness generally low both regionally and domestically.
Our research pointed to a clear need: educate players and parents. So we built a structured plan around interactive, informative content that highlighted the significance, benefits and global scale of esports — reigniting existing players and bringing new ones in.
Our primary focus was Kuwaiti citizens and players, but we also set out to put the club on the regional map by attracting players from beyond its borders.
The content we made
The results
The plan translated into real growth in awareness, reach and community:
- Awareness of esports in Kuwait reached unprecedented levels — more players competing online and offline, and a far more engaged social community.
- We amplified the club's work across social media, growing its reach and visibility across the Arab region and helping it form local and continental partnerships.
- We covered tournaments digitally and built pre-tournament hype among fans and players.
- We focused on Kuwaiti players while attracting neighbours — today 77% of the club's followers are Kuwaiti nationals based in Kuwait.