UNICEF Gulf Joins Esports World Cup 2025
Reaching Gamers Where They Are
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The Esports World Cup (EWC) 2025 —world’s premier esports tournament and competitive gaming — took place in Riyadh from 4 July to 25 August 2025.
The event brought together the biggest names in gaming, uniting global fans, teams, and creators in the largest-ever celebration of esports culture.
This year’s tournament attracted over 3 million visitors, including 300,000 international tourists, positioning Riyadh as a global hub for gaming and esports.
UNICEF Gulf at EWC 2025: Highlights & Achievements
Booth experience: Storytelling Through VR and Play :
At its dedicated booth, UNICEF Gulf showcased how Virtual Reality (VR) and gaming can serve as a universal language to engage children and adults in UNICEF work to tell the story. The VR video took the guests on a journey to Pakistan showing UNICEF efforts in ending Polio through vaccination
Gaming as a universal language:
NICEF Gulf also debuted "VAX QUEST", a custom-built educational video game inspired by the challenges health workers face on the ground. Players stepped into the shoes of a UNICEF staff member, dodging obstacles, answering knowledge-based questions, and collecting signature UNICEF blue supply boxes all in a race to save lives through vaccines.
Thought leadership: shaping the future of ethical gaming: UNICEF Gulf’s Deputy Representative, Jumana Haj-Ahmad, joined leaders from the gaming and sports industries on the panel “Envisioning 2050: Charting the Future of Gaming and Sports.” She emphasized the need for a safe, inclusive, and ethical future for gaming one where every young gamer is protected and empowered.
Strategic collaboration with EWC: UNICEF Gulf signed a collaboration agreement with the Esports World Cup Foundation to formalize a three-year collaboration focused on:
- Raising awareness on child rights in digital spaces
- Promoting mental health, online safety, and digital inclusion
- Engaging the esports community through co-branded campaigns, social media, and fundraising activations
This marks a bold step in UNICEF's commitment to showing up in the digital spaces where young people spend their time and where they are often most vulnerable.
Why It Matters
UNICEF Gulf’s engagement at EWC 2025 highlights the power of play in driving social impact. By engaging gamers and fans in meaningful conversations, UNICEF is building awareness around children's rights in the digital world and ensuring that innovation and ethics go hand in hand.
Click to view more from UNICEF Gulf social media coverage
