New internal documents reveal that Saudi Arabia has become a central pillar in ESL FACEIT Group’s (EFG) long-term business strategy, with the Kingdom now listed alongside key game titles, such as Dota 2 and Counter-Strike 2, as a top company focus.

The shift was revealed in slides presented during an internal town hall meeting and detailed by journalist Richard Lewis. The slides reportedly showed that EFG’s corporate structure now places “KSA” — referring to the Kingdom of Saudi Arabia — at the same level of focus as its major esports properties, Counter-Strike 2 and Dota 2.

“KSA roles” listed in the presentation included “Product (EWC and ENC), Tournament Management, Marketing Team, Media Services, Editorial & Content, Talent Management, TV Production & Engineering, Project Management, Event Management, and Design & Graphics.” According to Lewis, “these are all departments that have full-time roles within the company.”

EFG Already Deeply Embedded in Saudi Arabia

EFG is already responsible for producing the Esports World Cup in Riyadh and will oversee the new Esports Nations Cup in 2026, both of which are part of Saudi Arabia’s Vision 2030 program to position the country as a global gaming hub. The company’s owner, Savvy Games Group, is fully funded by the Saudi Public Investment Fund (PIF).

Slides also revealed that EFG now has a “Middle East Growth Engine” with “a Local KSA Dev, Business Dev, Strategic Initiatives, and an SEF Program(s) department.” Collectively, this shows “just how central servicing Saudi Arabia’s Project 2030 has become to the company,” according to Lewis.

Another slide outlined EFG’s “global footprint” for 2026 and beyond, with Riyadh serving as the home for all Middle East production.

Columbus, USA, will handle studio-based products for North American publishers, Stockholm will focus on owned and operated initiatives and DreamHack support, and Selangor, Malaysia, will provide cost-effective regional production. Poland will serve as the “key logistics hub for EWC, ENC, and O&O businesses.”

At the time of writing, several new roles have gone live with ESL FACEIT Group, with a particular focus on marketing and events surrounding the Esports World Cup in Riyadh, Saudi Arabia.