SNK’s latest fighting game, Fatal Fury: City of the Wolves, is already making waves by securing a spot at the upcoming Esports World Cup, long before its official release. This move has sparked curiosity about why a yet-to-launch game is being prioritized at an event that attracts players and competitive organizations worldwide, thanks to its substantial prize pool.
For those unfamiliar, the Esports World Cup is a significant esports event financed by Saudi Arabia’s Public Investment Fund (PIF). This sovereign wealth fund, steered by Crown Prince Mohammed bin Salman, is part of Saudi Arabia’s Vision 2030 initiative. This initiative aims to reduce the country’s oil dependency, generate employment, boost tourism, and enhance global perceptions of the kingdom.
Historically, esports has not been a goldmine, often operating at a loss. Yet, it’s a perfect stage for Saudi Arabia’s sportswashing strategy, designed to improve international reputation. With esports currently navigating financial turbulence caused by failed investments and absent profits, many in the industry are eager to join forces with the World Cup.
But why would a high-profile multi-game event like the Esports World Cup, which typically showcases the most popular titles to maximize audience, reserve a spot for an unreleased fighter from what some consider a niche franchise? Though Fatal Fury: City of the Wolves boasts potential, there are many other games with larger, established communities.
It turns out, the Saudi connection runs deep. Back in 2020, the MiSK Foundation, owned by the Crown Prince, acquired a third of SNK through its subsidiary, the Electronic Gaming Development Company (EGDC). Over the following years, they increased their stake to a staggering 96.18%, effectively making SNK a Saudi-owned company.
This backdrop raises questions about ethical business practices. While Fatal Fury: City of the Wolves might shape up to be an exciting title, having experienced it first-hand at events like Evo, unforeseen issues could still arise. Will the game, releasing just three months before the Esports World Cup, have time to cultivate a dedicated fan base justifying its inclusion over more established games? Likely, this is less about timing and more about leveraging a state-owned game at a state-owned event, underpinning a PR strategy for Saudi Arabia.
Wondering why such heavy investment in PR and video games by Saudi Arabia? The country faces intense global scrutiny due to its notorious human rights record, the killing of journalist Jamal Khashoggi, and other reported atrocities at its borders. After Khashoggi’s murder, Saudi investments took a nosedive, prompting initiatives like the Esports World Cup and similar efforts in sports like LIV Golf to improve their international image.
What about the gaming community’s response? Given the current financial strain on fighting game communities, many players may eagerly jump at the chance for a lucrative payoff despite ethical concerns. Esports teams, having contributed to a sponsorship drought, may treat these players like temporary assets for the World Cup then let them go post-event. Those who criticize or boycott the event for ethical reasons might find themselves sidelined in an already challenging economic season.
