Muller & Phipps Middle East Group, a MENA-based technology distribution house, has acquired all the assets of Power League Gaming – the region’s leading gaming and esports agency.
The acquisition will see Muller & Phipps inject investment into the business to scale Dubai operations and expand into Saudi Arabia in Q4 of 2024.
Power League Gaming’s core business verticals include gaming and esports strategy; the management of online and offline esports activations; the creation of branded and owned IP gaming content; educational content creation; as well as hosting gaming events, social media marketing, and influencer marketing.
Commenting on the acquisition, group CEO of Muller & Phipps Middle East Group Holdings, Trevor Price, said, “As part of The Getz Group of companies, we are rooted in seeking out new business verticals that we see huge growth potential in. The gaming and esports category is becoming a staple part of bluechip consumer brand marketing strategies across the world, and the space for us to establish ourselves as the lead partner for strategy and content in MENA is wide open.”
“With Power League Gaming we see market experts who have grown rapidly and who have the talent and drive to take the business and the category itself to the next level across our region. We are excited to launch into Saudi Arabia later this year and to offer local clients the latest and most commercially sound esports and gaming strategies in the field,” Trevor Price added.
Muller & Phipps Middle East Group Holdings serves clients with omnichannel distribution solutions for tech partners and network carriers, technology solutions for hi-tech and medtech via its group company Pedigri Technologies and international sales and marketing Via Getz Technology.
The CEO of Power League Gaming, Matthew Pickering, said, “The rise of gaming and esports in the region in recent years has been nothing short of astronomical. With covid playing a key role in attracting new users, these users are here to stay, and they are further fuelling growth through recommending gaming and esports content and experiences to their peers.
“Saudi Arabia’s firm commitment to become a global hub in the category by 2030 makes the opportunity even greater. We are delighted to be working with our new partners and owners Muller & Phipps to become a key player in their vision for the region,” Matthew Pickering added.
Having provided blue chip clients with these gaming and esports strategies and solutions since 2013, Power League Gaming is a thought leader in the category helping define the future of how brands place themselves at the heart of this rapidly growing space.
Saudi Arabia’s gaming market has exploded in recent years with a 20.2 per cent CAGR in gaming revenues from 2017 to 2023 and an estimated 23.5 million gamers, according to Newzoo research. To propel this further, the Kingdom’s Public Investment Fund announced a $38 billion investment into gaming via its subsidiary Savvy Games with the ambition to become the world’s leading hub for gaming and esports by 2030.
Approximately 30 per cent of MENA’s population [+170 million] identify as gamers. Of this group, 46 per cent play games daily and a further 29 per cent play weekly with an average of 7.5 hours gameplay per week. The category appeals across all age groups and nationalities, bringing together a community of passionate players and spectators who are seeking out new content.
