Digital Featured Marketing Opinion

Shantelle Nagarajan

posted on Apr. 10, 2025 at 11:15 am

Gaming in MENA: The next big marketing power play

Shantelle Nagarajan

posted on Apr. 10, 2025 at 11:15 am

MENATech Entertainment’s Mario Pérez explains how gaming presents a golden opportunity to connect with consumers in ways that traditional advertising simply cannot.

Gaming in MENA

Mario Pérez, CEO, MENATech Entertainment.

It wasn’t too long ago that gaming was seen as a niche hobby – one mostly associated with teenagers glued to their screens. Fast-forward to today, the MENA gaming industry is a multi-billion-dollar powerhouse, offering an immersive ecosystem where players engage deeply with content, communities and brands. With the market projected to reach $6bn by 2027 – double what it was in 2021 – gaming is a cultural phenomenon, an economic engine and an opportunity-rich landscape for businesses looking to make meaningful connections with consumers.
The rise of esports, mobile gaming and immersive experiences has turned gaming into one of the fastest-growing sectors in the region. Saudi Arabia, th

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Tags:economic diversification esports gaming in-game ads Mario Pérez MENATech Entertainment The MENA gamer

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.