The task at hand posed three key challenges: raise awareness for a city that has not been built, promote new gaming technology yet to be developed, and target a global gaming audience who has never heard of Qiddiya before. Nevertheless, MAS delivered, bringing Qiddiya’s vision to life around the world and cementing it as the gaming epicenter of the future. Across 11 experiential activations in 2024 (and more to come in 2025), we unveiled each zone within the Gaming & Esports district, giving audiences a firsthand taste of its groundbreaking innovation and unique worlds.
At the center of the experience stood Unearthing Qiddiya. Made up of four unique zones, each containing their own twelve-foot tall interactive digital medallion, attendees were invited to experience the world of Qiddiya gaming in real life.
We unveiled the MEK Fortress at Gamescom Cologne, giving the first glimpse into Qiddiya Gaming’s High Fantasy world through an immersive activation made just for gamers.
Players solved riddles and braved challenges to win a custom-forged sword. Featuring live streams from fan-favorite influencers and quests hidden within the fortress walls, our experience transported players into an otherworldly adventure and made them the Main Player in their own game.
MAS leveled up pat G*Star Korea, crafting a custom AR first-person-shooter video game and building an immersive world around it - giving G*Star attendees an exclusive preview of how Qiddiya Gaming is shaping the future of gaming.
MAS managed every aspect of the game’s concept, development, and execution. From building an immersive space station environment and physical “Weedkiller” weapons, to creating a built-from-scratch AR video game that merges reality with Qiddiya’s universe.
To tease the launch of Qiddiya Gaming’s cyberpunk zone, UBAR, MAS tapped into system-hacking gameplay, innovative interactive elements, and immersive world building tactics at Tokyo Gameshow.
We crafted an immersive world that blended neon accents, outlandish looks, and interactive hacking touchpoints. Attendees needed to hack their way to success to prove their worth and win the ultimate rewards.
At Dreamhack Dallas, MAS powered up the gamer experience by “hacking Dreamhack” to celebrate IEM’s 100th tournament and introduce Qiddiya Gaming to the counter-strike community.
The Qiddiya Gaming supply box acted as a hub to support players with key information and helpful goods that elevate their experience. But, the best supplies won’t come without a challenge.
In tandem with the info hub, a venue-wide Supply Drop Hunt scavenger hunt prompted players to seek a Qiddiya Brand Ambassador to earn a reward. With some Brand Ambassador’s supply drops empty, players flexed their skills to secure one of three daily top rewards.
44M Social impressions across all events. 53k+ Guests turned Qiddiya Gamers. 6k+ Pieces of bespoke swag created. 1 GOLD Drum Award for “Best Use of Gaming.”
1 GOLD Drum Award for “Best Use of Gaming.”