PROJECT BRIEF

Dubai Economy and Tourism presented Dubai Esports Festival 2025, featuring Team AboFlah in the Play Beyond activation for the second consecutive year—a testament to the team's regional influence and the partnership's proven success. The multi-game tournament showcased PC gaming across FIFA, Rocket League, and Fortnite, with Team AboFlah's roster of prominent local talent representing the UAE's growing esports ecosystem on a government-backed stage. This repeat collaboration positioned Dubai as MENA's esports capital while leveraging AboFlah's brand—anchored by the region's biggest gaming creator to drive attendance and viewership to the festival. Dubai Economy and Tourism's strategic investment in esports talent demonstrates how governments increasingly recognize gaming as cultural infrastructure and economic opportunity, using established creator brands to attract youth audiences and international attention. The Play Beyond activation transformed competitive gaming into destination entertainment, proving that authentic esports partnerships between public entities and creator-led teams deliver sustainable engagement that elevates both the city's brand and the region's competitive gaming credibility

RESULTS