At EWC 2025 in Riyadh, UNICEF Gulf used VR, gaming, and thought leadership to connect with millions of fans and spotlight children’s rights in digital spaces.
The Esports World Cup 2025 welcomed over 3 million visitors, cementing Riyadh as a global hub for gaming. Among the biggest names in gaming, UNICEF Gulf stood out with an activation that blended play, storytelling, and advocacy.
What Happened
VR Storytelling Booth: Immersive VR journey to Pakistan highlighting UNICEF’s fight against polio.
Custom Game “VAX QUEST”: An educational title where players tackled challenges as UNICEF staff, collecting supply boxes and promoting vaccine awareness.
Thought Leadership Panel: UNICEF leaders spoke on “Envisioning 2050,” emphasizing safe, ethical, and inclusive gaming for youth.
Strategic Partnership: Signed a 3-year collaboration with the Esports World Cup Foundation to promote child rights, online safety, and digital inclusion.
Why It Works
Meeting youth where they play: Reaches gamers on their turf—inside tournaments and digital spaces.
Blending fun + impact: Turns gaming into a universal language to spread awareness on critical issues.
Long-term vision: Goes beyond a one-off booth with a sustained 3-year strategy for impact.
Key Highlights
3M+ visitors, 300K international tourists at EWC 2025
VR storytelling + custom-built UNICEF game
Panel on the ethical future of gaming
Formal partnership with EWC Foundation
Final Take
UNICEF Gulf’s EWC activation proves how gaming can drive real-world change—turning play into purpose while advocating for a safer, more inclusive digital future for youth.
Want to unlock purpose-driven impact in gaming? Talk to Mana Partners.
Author
Seif Seoudy
We build brands that speak the language of gamers—authentic, electrifying, unforgettable.
