Universe of Heroes

Becoming Part of the Game

With gaming as a shared language and esports as a growing ecosystem, the aim was to create a spatial experience that feels native to the digital generation – combining identity, interaction, and immersion into one physical platform. The challenge: how can stc become part of the game, not just a sponsor of it?

Crafting the Hero’s Journey Through Gamified Identity

Together with stc, we envisioned a brand space “stc Universe of Heroes ” that turns visitors into protagonists of their own journey. It is an interactive environment that merges physical space and digital identity. Every interaction is designed as a step on a hero’s path. Anchored in gamified storytelling, we created a dynamic world where digital identity is born, evolves, and connects.

A Brand Space Where Esports and Personal Transformation Meet

Inside the Riyadh Boulevard Hall, the space unfolded across an open, modular setup with clearly defined experience zones. Visitors moved between stations for play, creation, and reward.

The stc Universe of Heroes unfolded across two connected realms:

stc Hero’s Arena
a high-energy playground locating in the central Gaming Hall, designed around three key zones, fast-paced Gaming zone, reimagined loyalty Qitaf Zone, and smart living stc TV zone. Each space invited participation through real-time challenges, digital rewards, and physical engagement.

stc Hero’s Hub
a more introspective layer of the experience, where visitors could co-create AI-generated avatars through DreamCo and unlock exclusive gaming encounters.

Together, the Arena and the Hub created a feedback loop of action and identity, turning spectators into heroes, and a brand presence into a lived journey.