Esports World Cup moved to Paris weeks before event
The Esports World Cup was relocated from Riyadh to Paris just weeks before its start. Organizers rebuilt the global event almost overnight.
Weeks before one of the world's largest esports competitions was set to begin, organizers had to relocate the event from Riyadh, Saudi Arabia, to Paris. The decision required rapid adaptation and a rebuilding of the entire global business strategy almost overnight.
The challenge extended beyond securing a new venue. Organizers had to rethink operations, rebuild months of marketing campaigns originally planned for Riyadh, adjust sponsor commitments, coordinate international travel for players, and reassure publishers, teams, partners, and millions of fans that a major esports event would still deliver on its promise.
The marketing focus was on transforming a Riyadh-centric campaign into a Paris-based global launch strategy. The aim was to introduce the Esports World Cup to a new audience while preserving its identity as an international gaming event.
Beyond the competition venue, organizers expanded their presence throughout Paris. Marketing efforts spanned from the Eiffel Tower and Champs-Élysées to metro stations, airports, and hotels. A combination of outdoor advertising, digital campaigns, local partnerships, and branded installations was used to build awareness in the new market.
Additionally, partnerships were formed with French media companies, creators, and digital platforms. Local voices and distribution channels were leveraged to reach audiences who might not have previously followed esports.