Watch: Rethinking esports monetisation
The latest data from Statista shows that the revenue in the esports market worldwide is projected to reach $4.8 billion this year. According to the same source, the number of esports users is expected to reach 896 million by 2029. Thus, many countries are looking into esports’ growth for economic advantages.
Speaking with SiGMA TV, Wadih Al Sayah, co-founder and CEO of Al Musaed, discussed how he led a consultancy and management agency that supports brands, agencies, and individuals in navigating the esports industry.
“Al Musaed means ‘the support player’ in Arabic,” Al Sayah explained. “The whole point is that if someone wants to enter the eSports space or is already in it but needs help, we come in to guide them through strategy, planning, and execution.”
Beyond the team model: Diversifying revenue streams
For many, esports teams are the face of the industry, but according to Al Sayah, they rarely generate profit. “A lot of esports teams are cost centres,” he said. “You end up just spending money on building that team.” Instead, he believes organisations should treat teams as marketing tools that support wider business ventures.
“We’re seeing teams that operate arenas, rent out spaces, or run talent management agencies,” he said. “They’re understanding that it’s not just sponsorships or prize pools—there are other ways to monetise.”
Events as community festivals
Al Sayah sees greater potential in esports events, provided they’re built around communities rather than just competitions. “People should stop doing just tournaments,” he said. “It’s not about the prize pool anymore. It’s about creating festivals that are fun for everyone: the casual gamer, hardcore fans, parents, kids.”
Empowering creators: One of creators
In parallel, Al Sayah co-founded 1ofCreators, a content creator management business. “A lot of creators struggle with the business side: emails, invoices, contracts, negotiations,” he said. “We help manage that so they can focus on content.”
As esports continues to expand, particularly with global events like the upcoming 2027 esports Olympics, Al Sayah remains focused on turning passion into long-term commercial success. “It’s not about just showing up,” he said. “It’s about strategy, partnerships, and building businesses that last.”
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