Fnatic Partners with Xcite to Enter Middle Eastern Retail Market


Fnatic Partners with Xcite to Enter Middle Eastern Retail Market

Abhimannu Das
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  • European sports organization Fnatic has signed an exclusive partnership with Kuwait’s largest electronic retailer Xcite.
  • The deal will see Fnatic products become available in the Middle East officially for the first time ever.
  • The esports organization has setup similar partnerships in other countries in a bid to expand its global presence as a lifestyle and esports brand.

Fnatic has signed an exclusive partnership with Xcite (owned by Alghanim Electronics), Kuwait’s largest electronic retailer according to a report by Esports Insider. The partnership will see Fnatic Gear products become available officially in the Middle East for the first time ever. Thanks to the partnership over 50 stores will offer the organization’s gear across Kuwait and the KSA by 2022. Some of the products that will be on offer as a result of the move include Fnatic’s REACT and STREAK line-up of products including keyboards, headsets, and more. Fnatic has been on a spree of signing distribution deals which includes Japan, Singapore, and India. 

Fnatic’s Entry Into The Middle East

Sam Mathews, Founder, and CEO at Fnatic commented: “We are always looking for ways to seek out, level up, and amplify every gamer on the planet, and having Xcite as our exclusive retail partner allows us to reach and interact with the growing esports market across the Middle East. We are thrilled to get our products in the hands of gamers who haven’t been able to experience them before.”

Fnatic is expanding its strategic partnerships with some of the biggest brands in the world which include talent company Not3s, vehicle company BMW and education company GamerzClass. The organization has also partnered with a multitude of global retailers to expand its presence globally in 2021 and beyond. 

Waseem Sultani, Category Manager for Kuwait and the KSA at Xcite, added: “The launch of Fnatic across Xcite showrooms in Kuwait and the KSA will allow gamers to experience the best-in-class gaming products.”

Nishant Sharma, Category Head at Xcite revealed, “We are excited to launch Fnatic across our stores. This will provide a quality offering for gamers and esports enthusiasts.” According to Newzoo, the number of gamers in the Middle East and Africa outpaced the number in North America in 2019. By 2022, the Middle East and Africa are expected to surpass Europe in terms of players. 

According to Esports Insider, even though Fnatic is based in esports, it is growing into a lifestyle brand at heart. With partnerships in multiple countries and a growing interest in esports, the business moves by Fnatic are poised to offer long-term success. 

About Fnatic

Fnatic is a professional esports organization based in London, UK. The organization was founded in 2004 and it features esports rosters in League of Legends, PUBG Mobile, R6 Siege, Apex Legends and more. 

About Xcite and Alghanim

Xcite by Alghanim Electronics is currently the largest multi-brand electronics retailer in Kuwait with a collection of over 300 global brands. Alghanim Industries is one of the largest privately-owned businesses in the Gulf region with over 30 businesses under its wing.

RELATED:  Fnatic Report: Asia Is the Fastest Growing Region for Female Gamers

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Abhimannu is a part of the content team at AFK Gaming and a lifelong obsessive gamer. He currently covers esports titles like VALORANT, CS: GO, Call of Duty, Fortnite, PUBG and more.

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