12 July, 2023

History made as Gamers8: The Land of Heroes welcomes Abdul Latif Jameel Motors as strategic partner for the world’s biggest gaming and esports festival

    • Agreement, which will utilize innovation and technology, seals the first time in the Kingdom that an automotive company has partnered with an esports organization
    • Gamers8: The Land of Heroes runs for eight weeks at Boulevard Riyadh City from July 6
    • Abdul Latif Jameel Motors to engage young audiences with unique and fun activities

Riyadh, Saudi Arabia – 12, 2023: The Saudi Esports Federation has unveiled Abdul Latif Jameel Motors, an authorized distributor of Toyota since 1955, as a strategic partner for Gamers8: The Land of Heroes. The partnership marks the first time in Saudi Arabian history that an automotive company has partnered with an esports organization.

The partnership for Gamers8: The Land of Heroes will encompass areas of innovation and technology to be showcased throughout the world’s biggest gaming and esports festival, which runs for eight weeks from July 6 at Boulevard Riyadh City.

Gamers8: The Land of Heroes, organized by the Saudi Esports Federation, which was formed in 2017, features elite gaming titles alongside live concerts from the biggest global, regional, and local artists, and a multitude of activities and attractions.

Omar Batterjee, Director of Corporate Communications and Public Relations, Saudi Esports Federation, said: “The Saudi Esports Federation is delighted to confirm Abdul Latif Jameel Motors as a strategic partner for Gamers8: The Land of Heroes. Welcoming such an illustrious company and leading entity from Saudi Arabia’s automotive sector is a testament not only to the remarkable evolution of Gamers8, but also to the willingness of our Kingdom’s wider business community to join us on our mission to break new barriers in the world of gaming and esports. We are incredibly excited to embark on this collaboration journey alongside Abdul Latif Jameel Motors. We believe our combined efforts and activities on the ground will contribute greatly to the influence, impact, and success of our second season, as well as enhance cooperation between our two industries which will be central to the Kingdom’s sustained economic growth and development in the years ahead.”

We welcome Abdul Latif Jameel Motors to join the list of strategic partners for the Gamer’s Season: Land of Champions, and we are pleased with this cooperation and seeing a leading entity in the automotive sector entering the world of games and electronic sports and believing in its capabilities and capabilities, and we will work together Side by side to build an integrated strategy that supports the community of our sector and paves the way towards a new era of cooperation between the two industries. Together, we look forward to the next stage, which shares a similar vision of how to implement it and translate it on the ground.”
Abdul Latif Jameel Motors will be engaging with young audiences through unique and fun activities during the festival. It will also be raising awareness about the GR MENA Cup, the official regional final stage leading up to the GR GT Cup, an esports tournament organized by Toyota Motor Corporation (TMC), in line with its shared vision with TMC to bring excitement to the automotive industry through esports. The GR MENA Cup will take place in October in Jordan, with digital racers from the region competing against each other for a spot in the GR GT Cup, to be held in November in Japan.

Munir Khoja, Managing Director of Marketing Communication at Abdul Latif Jameel Motors, said: “Today, we mark a historic moment as we have joined forces with the Saudi Esports Federation as a strategic partner for Gamers8: The Land of Heroes. This groundbreaking partnership aligns with Saudi Arabia’s Vision 2030 as it supports the ‘Quality of Life Program’. The agreement also signifies the convergence of automotive excellence and esports. As we are embracing the future, we look towards finding opportunities to engage with the youth of Saudi through our vehicles while creating unique and exciting experiences. Together, we embark on a journey that redefines the boundaries of gaming and mobility, paving the way for a new era of possibilities."

Gamers8: The Land of Heroes has a prize pool of $45 million – triple that of Gamers8 last year. The festival concludes with the Next World Forum, a gaming and esports forum held at the Four Seasons Hotel Riyadh at Kingdom Center on August 30-31, which brings together sector leaders and experts from around the world.

For further Gamers8 details, including ticket sales, please see all the information available on the event website.

About Gamers8 – The Land Of Heroes:

Gamers8 is the world’s largest gaming and esports festival and the destination for elite esports champions and gaming universe lovers. It’s the ultimate place to compete for glory and become a hero walking among the worlds of your chosen story. Located in Riyadh at the heart of Saudi Arabia, Gamers8 spans a period of eight weeks from July to September 2023, with new challenges and experiences unlocked every week. You can watch the world’s top esports teams compete for the highest prize pools, attend performances by global music artists, experience your favorite gaming platforms come to life, and learn the mysteries behind the creation of video games. Gamers8 is your world and it’s your adventure to choose.
Gamers8: The Land of Heroes follows the success of last year’s Gamers8 at Boulevard Riyadh City. Gamers8 2022 saw the world’s best teams and players battle it out across five top titles – Rocket League, Dota 2 Riyadh Masters, Fortnite, Tom Clancy’s Rainbow Six Siege and PUBG Mobile – for a prize pool of $15million. The 2022 festival was visited by more than 1.4 million visitors and watched by more than 132 million people around the globe. A total of 391 professional players – representing more than 61 nationalities – and 113 international teams took part in the world-class esports competitions.
Gamers8: The Land of Heroes has a total prize pool of over $45million – triple last year’s grand prize total – and will host the elite of esports in a state of the art, purpose-built venue at Boulevard Riyadh City. The festival will conclude with a gaming and esports forum, known as the ‘Next World Forum’, that brings together sector leaders and experts from around the world.

About SEF:
The Saudi Esports Federation is the regulating body in charge of nurturing elite gaming athletes and developing the gaming community and industry in Saudi Arabia.
The federation’s activities are categorized into two complementary streams. The first stream works to develop all levels of competitive gamers, starting with the grassroots community level and moving up to professional esports athletes that can achieve global excellence. The second stream works to develop the entire gaming/esports value chain by catalyzing the industry and enabling talent.
Since its establishment in late 2017, the federation has organized multiple world-class national and international tournaments and events, attracted investment from local private sector actors and worked with international developers on opportunities in the Saudi market.

About Abdul Latif Jameel Motors

Abdul Latif Jameel Motors was established in 1955 in Saudi Arabia. It was appointed as an authorized distributor for Toyota in the same year and Lexus in 1989 and has since established a presence across the Middle East, Far East, Africa, and Europe, delivering the best-in-class experience in distribution and aftersales service. Guided by the ‘guest first’ approach and Kaizen philosophy, Abdul Latif Jameel Motors is dedicated to establishing itself as the preferred mobility partner, meeting the evolving needs of the Kingdom and its people.

For more information, please visit alj.com. and Toyota.com.sa.