Qiddiya and Geekay to revolutionize gaming and esports with unique phygital experience

Qiddiya City, a global destination for entertainment, sports, and culture, has signed a partnership with Geekay Group, a leading force in the Middle East's gaming and entertainment industry, to empower Qiddiya’s goal of establishing the world’s premier gaming and esports destination.
The partnership, which was signed at the New Global Sport Conference, outlines a framework for both parties to leverage their vision across multiple sectors within the gaming ecosystem. Under the Geekay Group, the partnership will involve several key departments, including Retail, Distribution and Marketing Services. Among the key areas of collaboration is the establishment of a phygital flagship store by Geekay Retail, which will offer a unique blend of physical and digital experiences, featuring a curated selection of merchandise and collectibles. In addition to the flagship store, Geekay Retail will enhance the visitor experience by creating immersive fan zones within the Gaming & Esports District in Qiddiya City, the world’s first city built for play. 

Abdullah Aldawood, Managing Director of Qiddiya, said: “This partnership represents a pivotal step in our quest to make Qiddiya the world's leading gaming and esports destination. By merging our expertise and resources, we aim to develop a world-class gaming and esports district that will attract global visitors, gamers, and professionals, reinforcing Saudi Arabia’s role as a global leader in entertainment and innovation. Together, we will set a new benchmark for fan experiences while advancing athlete and talent development."

Kishan Palija, CEO of Geekay Group, said: “We are excited to join forces with Qiddiya in this groundbreaking venture. This collaboration will significantly enhance the gaming and esports landscape in Saudi Arabia and beyond. Our shared vision will drive the evolution of the industry, and we are eager to explore these opportunities and contribute to Qiddiya’s rise as a global leader in esports and entertainment.”

Geekay Distribution will play a crucial role in expanding the availability of gaming products within the Qiddiya Gaming & Esports District by establishing distribution channels for software, hardware, merchandise, and intellectual properties (IPs). By tapping into its extensive regional expertise, Geekay will explore partnerships with manufacturers and retailers, ensuring that Qiddiya becomes a central hub for the latest and most sought-after gaming products across the Middle East.

Additionally, K2S Media, a subsidiary of Geekay Group, will establish a dedicated marketing hub within Qiddiya. As one of Qiddiya’s strategic marketing and events partners, K2S Media will collaborate with global and regional companies during high-profile gaming and esports events, such as the Esports World Cup (EWC), as well as new product launches. This will further enhance Qiddiya’s appeal as the ultimate destination for gaming and esports.