Careers that matter most are rarely the safest ones. By early 2025, Waleed Al-shamali had already achieved professional stability and recognition. His path was clear. His position was earned. Yet certainty, for him, did not mean completion. Instead of continuing forward by habit, he paused and chose to redirect. The decision was not impulsive. It was strategic. That choice would redefine his career and expand his reach far beyond the arena he started in.

Known today as Willy (Abu Shamali), Waleed Al-Shamali is a Saudi streamer and content creator whose rise has been defined by discipline and consistency. In 2025, he was recognized as Saudi Arabia’s Best Rising Streamer at the Saudi Esports Federation Awards, marking a clear transition from coaching into digital media. At the center of that journey is a mindset he often repeats: “WE MADE IT.”

Foundations & Beginnings

Before the cameras, the long streams, or the podcast studio, Waleed Al-shamali's world was coaching. He began his professional journey in sports and esports, where his role went far beyond tactics. He learned how people perform under pressure, how teams rise together, and how confidence breaks, and is rebuilt.

In Saudi Arabia’s fast-growing esports scene, he earned a reputation for discipline, structure, and results, building something many creators lack when they start: trust. Coaching also shaped the invisible skills such as management, decision-making, motivation, and accountability, that later became the backbone of his content identity. When Waleed changed careers, he didn’t abandon those values. He carried them forward.

The Pivot

At the beginning of 2025, Waleed Al-shamali faced a decision that defined his career. On one side was certainty: a secure role, a clear professional path, and a future that made sense to everyone around him. On the other was content creation. High risk, unpredictable, and demanding. Most would choose what looked logical. Waleed chose what felt necessary.

The decision was deliberate, not impulsive. He consulted only two people. They advised balance, patience, and gradual steps. Yet he reached a clear conclusion: remaining safe would cost him more than taking the risk.

Year One: Starting Over Publicly

The first year of a new path is usually quiet. Time to test, fail, and learn out of sight. Waleed Al-shamali’s first year was anything but. He began streaming almost from zero and built his routine in public. Every broadcast became a lesson. Every hour reinforced that this was not a short experiment, but a long-term commitment.

Over the year, he streamed more than 1,700 hours, moving between studio sessions, IRL content, and local and international events. He tested formats, explored different games, and reached new audiences without locking himself into a single niche. He approached content the same way he once approached coaching: repetition, reflection, and continuous improvement.

The results followed quickly. His community grew from under 150,000 to over 800,000, generating more than 300 million views in a single year. Yet the numbers are not the point. What matters is the mindset behind them. Because audiences don’t follow metrics. They follow conviction.

How Waleed Streams and Builds Content

Waleed Al-shamali’s YouTube channel reflects a clear strategy. It is structured, intentional, and disciplined, mirroring the mindset of someone who spent years leading teams under pressure. His content is organized around three core pillars.

1) Sa‘at Willy: Long-Form Conversations With Substance

One of his defining formats is “ساعة ويلي” (Willy’s Hour), a long-form, podcast-style series featuring figures from the esports and creator ecosystem. These conversations are deliberately unhurried and depth-focused. They center on real experiences: decisions made, lessons learned, mistakes faced, and turning points along the way, placing reflection and insight above performance.

2) Competitive Creator Formats: Structured Entertainment

Waleed’s rating-based content forms a recurring pillar on his channel, where creators and esports figures are brought together to publicly evaluate players from creator leagues and competitive events. Led by Waleed Al-Shamali, these sessions operate like structured panel discussions, ranging from studio-based reviews to live, stage-driven formats embedded within creator tournaments. Creators, players, and managers contribute opinions in real time, blending analysis with crowd energy and competitive context.

The format works because it balances openness with structure. Differing viewpoints are encouraged, creating debate that feels authentic rather than manufactured, while clear rating categories and Waleed’s role as moderator keep discussions focused and fair. Humor drives engagement, but standards remain intact, allowing evaluation to function as entertainment without slipping into personal attacks. Over time, this approach reinforces accountability, competitive culture, and credibility within the creator ecosystem.

3) Creator Game Shows

This pillar centers on long-form, game-show–style episodes where creators compete across multiple categories under clear rules and live scoring. Drawing from esports and quiz-show mechanics, the format blends knowledge, gaming culture, and humor into organized competition. Each episode introduces structured categories, timed questions, point values, and limited advantages, creating real stakes and momentum throughout the stream.

While the tone is energetic and often playful, the structure remains firm. Moderated by Waleed Al-Shamali, these sessions balance rivalry with fairness, allowing debate and banter without losing control. The result is content that feels competitive without becoming chaotic, turning creator interaction into an engaging spectator experience rooted in structure, accountability, and entertainment.

Impact & Achievements

Waleed Al-shamali’s journey is marked by recognitions that reflect both competitive credibility and creator momentum. In 2023, he was officially named Best Coach of the Year by the Saudi Esports Federation, a distinction later acknowledged publicly through his own channels. In 2025, he was recognized as Best Rising Streamer at the Saudi Esports Federation Awards, reinforcing the strength of his transition from coaching into digital media. Together, these milestones illustrate a consistent pattern: Waleed earns trust through performance and sustained effort. Titles may open doors, but it is discipline and consistency that keep them open. And for many young Saudis watching, that message extends far beyond gaming.

Cultural Influence: A Saudi Story in a New Era

Waleed’s rise sits naturally inside the momentum of modern Saudi Arabia. Vision 2030 isn’t only about infrastructure and mega-projects. It’s also about people building new careers, new industries, and new forms of cultural influence. Content creation and esports are now real pathways. Serious work, serious audiences, serious futures.

Within this context, Waleed’s journey reflects a shift in how influence is earned. His growth is rooted in professionalism, consistency, and accountability, offering a model that aligns with the Kingdom’s emphasis on sustainable development and youth empowerment. Rather than chasing visibility alone, he has focused on building credibility and community, contributing to a more mature and responsible digital culture in Saudi Arabia’s new era.

Legacy & Next Steps

Waleed Al-shamali’s story is still being written. But the direction is already clear. His focus is moving beyond individual visibility toward more intentional creation. Through his content, he is setting a standard for how entertainment, competition, and dialogue can coexist. As Saudi Arabia’s digital and esports ecosystem continues to mature, his value lies not only in what he creates, but in how his platform brings people together, encourages healthy competition, and shapes a more thoughtful creator culture.

Follow Waleed Al-shamali's journey on Youtube, X, Instagram, TikTok, and Snapchat.