The MENA Regional Championship was designed as the region’s first grassroots tournament where players could represent their countries and carry their flags into a regional finale. National pride sat at the heart of the campaign, shaping every touchpoint and giving players and fans a reason to rally behind their teams.
We launched qualifiers in every country, speaking to each community in their own dialect and empowering local ambassadors including influencers, PC cafés, and streamers to rally their players. Every nation’s journey was amplified through weekly spotlights, real-time polls, mascot-driven activations, and country-focused storytelling. Winners were celebrated by name on social channels, transforming them into local heroes and fueling new rivalries across the region.
Our creative approach combined representation, rivalry, and pride. Wingman, affectionately called Aziz by the community, became the face of the qualifiers, adding a culturally resonant touch. Custom jerseys, national flags, and local monuments elevated the stage, while on-ground experiences in PC cafés turned the online competition into a shared regional festival.
The campaign carried the message “Your country, your flag // Everyone’s in // All stakes // Pure passion.” It introduced a new concept of national grassroots competition to VALORANT players, creating a championship that felt both professional and personal. For players, it opened a new pathway to competitive play. For fans, it was a chance to cheer their colors and celebrate shared victories. The MRC successfully reignited excitement for esports in MENA, turning national identity into the driving force of regional competition.