Qiddiya Gaming Global Tour; Boston, Dallas, Cologne, Vegas, Tokyo, Busan

The Role: Strategic Production Leadership

Client: MAS | Final Stakeholder: Qiddiya Gaming

The Challenge

Qiddiya, a Saudi Arabian gigaproject, needed to build a global community and massive brand affinity for its future Gaming & Esports District, Qiddiya Gaming, long before its physical completion. This was to take place across seven global gaming conventions (including Pax East, Dreamhack, Tokyo Game Show, Gamescom, Evo Vegas & Tokyo, and G-Star), revealing distinct, lore-driven zones—Cyberpunk, High Fantasy, Space, and Alt History—through high-fidelity, interactive experiences.

The Work

Engaged as the Strategic Global Production Lead across all shows, I provided the senior-level oversight necessary to execute a high-frequency, multi-country tour. My role was to manage the intersection of game development, physical fabrication, and international logistics, ensuring that the visionary mission of Qiddiya was translated into a bulletproof operational reality across EMEA, APAC, and North America.

I led the production architecture for the global tour, focusing on the seamless delivery of groundbreaking technology and lore-driven immersion:

Orchestrating Global High-Tech Activations: Managed and oversaw the technical execution of immersive booths across multiple continents, including the debut of "UBAR" (Cyberpunk) in Tokyo and "Outpost Omega" (Space) in South Korea.
Directing Custom Game & Hardware Integration: Managed the technical bridge between Unity-based game developers and physical production crews to deliver custom AR First-Person Shooters (FPS) featuring haptic "Weedkiller" weaponry and real-time scoring systems.
Managing Complex Multi-Regional Logistics: Led the operational planning and load-in for a seven stop global tour, navigating diverse labor regulations, technical standards, and venue constraints in markets ranging from Germany to Japan.
Engineering Sensory Immersion & RFID Connectivity: Oversaw the integration of multi-sensory technology—including proximity-activated projection mapping, digital "relic" forging, and RFID-tracked scavenger hunts—to turn physical spaces into living previews of the future city.

The Result

The Qiddiya Gaming tour established a global footprint for the brand, resulting in millions of community engagements and 98% positive sentiment among the global gaming audience. The project achieved the highest level of industry recognition, including: