Abstract
The self-proclaimed Islamic State (IS) has never ceased targeting, verbally and physically, the Kingdom of Saudi Arabia. While it might be easy to know why, it is harder, but more important, to understand how. Since Abu Bakr al-Baghdadi proclaimed the establishment of a wilaya (province) in the land of the two Holy Mosques in November 2014, thirty-two IS-linked terrorist operations took place in Saudi Arabia. Based on primary source materials produced by IS, and an examination of its footprint in Saudi Arabia, this article explains the calculus behind IS's strategy and objectives in Saudi, shows the main themes of its narrative and how it tailors its strategic communications campaign to the specific historical and social context of the country, and illustrates how it tries to exploit and claim the Saudi religious heritage. The article also examines to what extent IS's activities and operations reflect its rhetoric and purported strategy, describes the structure it adopts inside the Kingdom, and demonstrates why the momentum of its violent campaign has faltered in recent months.