From Followers to Fan Frenzy: Pokémon GO’s Influencer Takeover in Saudi Arabia

A nation brimming with mobile gamers, Saudi Arabia, presented a market ripe with potential for Pokémon GO - the world's most popular augmented reality game. To seize this moment and capture the hearts of millions, Niantic chose us to create and lead a strategy that would redefine the game's launch in the region.

To truly connect with the Saudi audience, we tapped into the authentic voices that resonated with the gaming community. Building on the core of Pokémon GO's gameplay – team rivalry and community spirit – we engaged the three biggest Arab-speaking gaming influencers: Shongbong, Banderitax, and oCMz. Each championing one of the game's iconic teams (Valor, Instinct, and Mystic), they ignited passionate fans and leveraged their combined reach of over 50 million followers into a full-blown influencer showdown. 

Culminating in a spectacular community event at Riyadh's Boulevard City, the campaign transformed the iconic location into a real-world Pokémon arena. More than 5,000 fans flocked to witness the influencer-led tournament and participate in a thrilling live Raid Battle against the legendary  MewTwo, one of the most powerful and sought-after Pokémon in the game. We orchestrated every aspect of the effort, from securing the influencers and managing them every step of the way to developing eye-catching creative content that dominated social media and even took over Boulevard City's massive screens, resulting in an immersive experience that blurred the lines between the virtual and real worlds. We supported this further by launching and managing the brand's first ever Arabic language social channels, engaging audiences throughout the region with compelling visual content that told the story of this exciting milestone moment.