Cosmopolitan Middle East (Cosmo) today announced the launch of the Cosmo Cup, the first online female-focused e-sports tournament in the GCC. The contest sees Cosmo ME working alongside e-sports industry experts, ITP Gaming, organisers of the biggest title launches and tournaments in the Middle East, including Fortnite Season X, Call of Duty Warfare and PS4’s Death Stranding. The Cosmo Cup will kick off at the end of September and will tap into Gen-Z gamers across the region through an exciting three-week gaming format. The competition will see over 1,000 participants compete to win big prizes, and will begin with a week-long registration, followed by one week of qualifiers and a week of finals.
Gaming is projected to be a $257 billion industry by 2025, with Gen-Zers making up 90% of the players. The Middle East accounts for a 3.2% share of global gaming revenues and is the fastest growing region with revenue increasing +14.5% year-on-year. Saudi Arabia and the UAE rank in the top five countries across the MENA region.
Milli Midwood, Editor in Chief of Cosmo ME: “From Louis Vuitton to Benefit Cosmetics, a new stream of fashion and beauty brands are targeting and trying to engage with this hard-to-reach young demographic through one of the fastest growing global markets. Multiple sectors are vying for young consumer’s attention, and with social distancing making in-person meet-ups, sporting events, and physical competitions impossible, the rise of gamers has accelerated.”
“Cosmo has always been the voice of the younger generation,” Milli continues. “And now, as we look into the future through the apertures of Gen-Z’s screens, the results indicate a new direction in how these young people want to communicate - and it’s through gaming. The Esports industry has become more than just a place to compete against one another, it is a place where people build online communities.”
Alia Fawad, Director of ITP Gaming, adds, “It’s great to see a brand like Cosmo ME taking this initiative in the gaming sector. The exponential growth of gaming among young women, particularly women in Saudi Arabia, shows that the Cosmo Cup will be the perfect platform for gamers to take part in this competitive tournament. Players and game enthusiasts are at the centre of the gaming ecosystem surrounded by publishers, streaming platforms, content creators, professional teams and competitive tournaments and it is amazing to see Cosmo ME embracing this industry.”
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