RIYADH: Niccolo Maisto is the CEO of ESL FACEIT Group, a leading esports and video game entertainment company which was involved in the recently concluded Esport World Cup in Riyadh.
Maisto, who co-founded the company in 2011, spoke to Arab News about his organization, its sale to Savvy Group in 2022 and the esports landscape in Saudi Arabia.
How did the acquisition by Savvy come about and what did it mean on a personal level and for the organization?
The acquisition and merging of ESL and FACEIT under the Savvy Games Group, backed by the Public Investment Fund, was a pivotal moment for esports. It was a powerful validation of competitive gaming’s emergence as a global entertainment powerhouse and a significant engine for cultural and economic progress. For me, it opened up an unprecedented pathway to realize our most ambitious goals for competitive gaming and community cultivation on a truly worldwide scale.
The genesis of ESL FACEIT Group (EFG) was about more than just combining assets; it was about fusing the complementary businesses. We brought together FACEIT’s cutting-edge digital platform and vibrant community infrastructure with ESL’s unparalleled heritage in live events and global IPs. The result is a singular, integrated ecosystem, purpose built to deliver an unmatched experience to every player, fan, and partner, from grassroots to the pinnacle of professional play.
My journey since the acquisition has been one of significant evolution, with a focus on harnessing our newfound scale and the substantial investment to ignite innovation, strategically expand into new territories, like the Middle East, and build the infrastructure essential for the industry’s long-term viability.
This period of growth also brings with it an even greater sense of responsibility. We must serve not only our immediate community but the broader esports ecosystem, encompassing publishers, teams, players, and, most importantly, the fans.
How do you find the gaming and esports scene in the Kingdom?
Saudi Arabia, as one of the fastest-growing gaming markets, offers unparalleled potential for innovation and growth. It is also the first country in the world to have a dedicated National Games & Esports Strategy, which aims to create 39,000 jobs and contribute SAR 50 billion ($13.3 billion) to its GDP by 2030. This approach aligns perfectly with our mission to elevate esports on a global scale. As gaming becomes ever more popular in the Kingdom, so does the appetite for opportunities in esports, both recreationally and professionally. Hosting the Esports World Cup in Saudi Arabia, as well as local events such as the ESL Saudi Challenge is an important step in offering local fans firsthand exposure to the opportunities that esports bring.
What is your vision for the company development in the next few years, and how does it affect the esports scene in the Kingdom?
To ensure that we are capitalizing on the esports momentum in the region, we’re significantly expanding our presence by establishing a dedicated local broadcast hub. We’re also actively adapting our core platforms, like FACEIT and Mobalytics, for the local audience and undertaking recruitment across various departments to ensure a deep, lasting footprint in the Kingdom.
While we’re constantly looking ahead to exciting possibilities, such as bringing more live events like DreamHack to the region, our immediate priority is to forge a genuine regional hub. This hub won’t just deliver top-tier esports experiences; it’s designed to actively nurture local talent and develop capabilities within the community. By offering content in Arabic and organizing local tournaments like the ESL Saudi Challenge, we’re ensuring our initiatives truly resonate with Saudi audiences, all while respecting local culture and regulations.
This approach creates a powerful link between global esports excellence and the Kingdom’s local ambitions. We’re not simply providing entertainment; we’re actively contributing to Saudi Arabia’s transformative vision, aligning with its goals for economic diversification and youth empowerment. Our efforts are geared towards building a robust and sustainable ecosystem that fosters new talent, sparks innovation, and firmly establishes the Kingdom as a global leader in gaming and esports.
What are the company’s future projects?
Establishing an office in Saudi Arabia underscores EFG’s long-term commitment to what is arguably the most rapidly expanding esports market globally. This physical presence allows us to integrate more closely with crucial partners and directly contribute to the ambitious Vision 2030 objectives and the Kingdom’s booming gaming and esports landscape.
We’re actively exploring avenues for IP development specifically crafted for local audiences, ensuring our content is both culturally resonant and maintains EFG’s signature global quality. While we recognize the immense future potential for expanding into live events and immersive community experiences, our current priority is on solidifying the groundwork: building robust local teams, tailoring our products, and setting up the essential infrastructure to consistently deliver world-class esports across the entire region.
What was the company’s role in EWC?
EFG is the official operating partner for the Esports World Cup. EFG is responsible for building the identity and product proposition of the Esports World Cup with a unique cross-game format that unites the entire industry under a global and impactful tournament. This includes tapping EFG’s decades of expertise to oversee tournament operations, broadcast production, marketing, and more.
