Saudi Arabia has been making headlines in the past few years when it comes to the gaming and esports industry. Not only is the country investing heavily in the Qiddiya megaproject but it’s also doing everything in its power to become a hub for entertainment, sports, and culture.
In such a landscape, gaming-focused digital media company NES is looking to establish itself as a leader in the space to capitalise on the growth of the esports, gaming and wider entertainment industry in the Kingdom, helping advance the nation’s esports and media production sectors.
NES is a subsidiary of Nesma Holding Company, a major holding company in the Kingdom of Saudi Arabia. Leveraging the country’s ongoing investments in the industry, NES says it offers cutting-edge production capabilities, ranging from broadcast production, advanced technology integration, and customisable studio setups.
Keep Reading
To serve its growth plans, NES recently launched a brand new esports venue in Riyadh. Elie Honain, Co-founder & CEO of NES, told Esports Insider that the facility offers “adaptable stage layouts, configurable lighting and sound systems, and the ability to host multiple concurrent events or productions.”
Split into three main spaces, NES has a master control room geared with top-notch equipment and dedicated broadcast infrastructure, a production studio space featuring a 30mq squared LED projection wall and infinity green screen, and an in-game observer room for tournament operations. The space is flexible enough that NES says it can rent the studio to clients, and also provide equipment for outdoor shooting if required.
“What sets us apart from other facilities in the MENA region is our commitment to cutting-edge production capabilities and engaging storytelling abilities,” Honain claimed. “We prioritise high-quality broadcast standards, advanced technology integration, and customizable studio setups that cater to diverse esports events and content needs.”
Aside from esports and gaming content production, the studio can be used to shoot TV commercials, photoshoots, and even motion capture by using Unreal Engine 5.
But the main focus, he said, is on gaming and esports. “Our goal is to provide online and offline tournament services and broadcasting for EFG [ESL FACEIT Group], SEF [Saudi Esports Federation], brands, media and marketing agencies while also creating new IPs given that we own most of our equipment and a team of 15 expert individuals,” said Honain.
NES also has plans to use the space outside just esports production. NES is offering esports teams hospitality packages, giving them accommodation, transportation, meal plans, and a private bootcamp space.
“During bootcamps, we provide comprehensive facilities and resources tailored to esports teams. This includes dedicated practice areas equipped with gaming PCs, high-speed internet, streaming setups, analysis rooms, and amenities to support team training and preparation.
“We already completed bootcamps with several international teams such as Xtreme Gaming, Valar Club, Blacklist International, The Moist Esports, Guild Esports, Mkers, and partnered with Red Bull to create the Red Bull Player Zone, a dedicated bootcamp training facility to all affiliated Red Bull teams and athletes who are competing at EWC. Our bootcamp is equipped with gaming PCs, high-speed internet, streaming setups, analysis rooms, and amenities to support team training and preparation,” added Honain.
The bootcamp offering notably comes amid the Esports World Cup, the major $60m multi-event esports festival currently unfolding in Saudi Arabia. Honain added that more teams are expected to use the bootcamp facilities during the remainder of EWC 2024.
Speaking of the Esports World Cup, NES has already broadcasted the MLBB Women Qualifiers and COD MW3 Qualifiers, and has been working with Mentos and Jameel Motorsports, two of EWC’s sponsors.
According to Honain, the company is looking to be involved in more regional qualifiers for other game titles, including the production of a docufilm series about one of the EWC partner teams, but also work with game developers and publishers on the grassroots development in the Kingdom and the region.
In particular, NES is investing heavily in raising new talents from the Kingdom in the esports industry. “We create a curriculum that is based on school students’ needs and that gives them a holistic overview of the gaming and esports ecosystems, including business, entrepreneurship, career opportunities and game development,” said Honain.
After securing partnerships with some of the most prominent schools in Saudi Arabia, NES will be launching a scholastic circuit for private and international schools starting September 2024.
“The main takeaway is that we are promoting a safe environment far from toxic behaviour, teaching a new generation of gamers everything they need to know about the industry, explaining that it’s not just only becoming a professional player, but that there is a lot more to it,” explained Honain.
With such ambitions, NES is riding the wave of enthusiasm as it looks to establish itself as a leading esports hub in the MENA region. Its esports plans are driven in part by Saudi Arabia’s Vision 2030 — a government-run plan to diversify the country’s economy — alongside the country’s young population and the resulting growth opportunities in esports.
“Our vision is to elevate the world of esports through cutting-edge production, creative storytelling, and a commitment to inclusivity,” Honain concluded. ”We strive to make esports accessible and enjoyable for fans of all levels, from casual gamers to hardcore enthusiasts, and to bring esports to a global audience.”
