RIYADH: Saudi Arabia is uniquely positioned for a highly promising future in the gaming sector, which is valued at $323 billion globally, according to the head of gaming at Saudi entertainment megaproject Qiddiya.

Mike Milanov, the company’s head of gaming and esports, spoke during the session “The Global Era of Gaming: How It Became the New Frontier for Media and Entertainment” at the Saudi Media Forum 2026 in Riyadh.

The industry, he said, had surpassed the combined industries of film, television, music and sports worldwide and was growing globally at an annual rate of 3 percent to 9 percent, expected to reach about $623 billion by 2035

He added that future generations held different perspectives and levels of engagement, as gaming represented a form of digital advancement and a powerful tool for connection.

Milanov also highlighted how Saudi Arabia had talented teams with strong skills in esports and game development, along with significant creative and innovative energy that supported building relationships both locally and globally.

He further noted that Qiddiya City spanned nearly 330 sq. km, and that more than 86 percent of Saudis identified themselves as gamers, reinforcing the Kingdom’s position as one of the world’s largest gaming and esports markets.

Karen Starr, vice president of marketing, branding and creative at Activision Publishing, also spoke during the panel and emphasized the major role gaming played across social media platforms.

She described this influence as positive for brand building, especially given the young audiences that followed gaming brands.

Starr added that the sustainability of major gaming brands depended on continuous engagement, community-building, and adapting content locally to maintain cultural relevance.

She explained that gaming had evolved into an ongoing media experience based on constant interaction and long-term audience connection.

She also said that gaming today had become a global media force that had surpassed traditional channels, shaping culture, content and audience engagement over time.

Meanwhile, Shelley Williams, executive vice president of sales at F1 Arcade Simulation, spoke about how gaming experiences were built on a sense of belonging and participation, which helped to create stronger infrastructure and extended media experiences.

She said that shared audience experiences opened the door to new ecosystems and further game development, supporting long-term content sustainability.