Ubisoft wants to take off in China and Saudi Arabia with Rainbow Six. Both regions could become the next major growth drivers in eSports.
Ubisoft is clearly looking ahead. For Francois-Xavier Deniele, Vice President of Global Esports, the greatest opportunities for Rainbow Six lie in two regions that already have enormous appeal today: China and Saudi Arabia. Both markets are at the center of the long-term global strategy that will carry Rainbow Six over the next ten years, Deniele told eSports.
China in particular plays a key role in these considerations. The market is huge, eSports consumption is firmly anchored in the culture and extends far beyond the traditional gaming communities. For Deniele, China is not a potential bonus, but a real game changer.
Once Rainbow Six gains a foothold there, the global balance of power could shift noticeably. For him, China is not just a country. It is an eSports continent in its own right. A mainstream audience that consumes competitive games as a matter of course would give the scene a new dynamic and massively increase the reach of Rainbow Six.
Saudi Arabia as a laboratory for innovation
The MENA region, especially Saudi Arabia, is also coming into focus. The kingdom has been investing specifically in esports for years and is positioning itself as a global hotspot for tournaments, talent, and organizational structures.
For Ubisoft, this is not a short-term trend, but an environment with real potential. The community is growing rapidly, events are attracting international attention, and regional promotion is creating stable conditions. Deniele sees Saudi Arabia as a laboratory for new ideas, formats, and talent. The global plan is clear: Rainbow Six should continue to grow—but not blindly. Every region ticks differently, every scene has its own dynamics. Rainbow Six was recently a phenomenon in Brazil, and Europe and North America are picking up again. Now China and Saudi Arabia are set to open the next big chapters. Ubisoft is focusing on long-term development rather than short-term hype and is working to build local scenes before pursuing international ambitions.
This could have far-reaching consequences for global competition: more viewers, new teams, different playing styles. Above all, however, it could provide an even broader foundation for a scene that has been growing steadily for ten years. If Ubisoft is right, the future of R6 eSports will be written in Asia and the Middle East.
