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, the UAE and Egypt (MENA-3) are at the forefront. Despite its meteoric rise, many brands still underestimate gaming’s marketing potential, risking lost engagement with a tech-savvy, growing audience.
Why marketers must not ignore gaming
Today, gaming is bigger than music and movies, encouraging corporations to include it in their media strategy. The numbers speak for themselves: the MENA gaming market grew to $7.1bn in 2023, significantly outpacing the global industry. The first half of 2024 alone saw a 15.6 per cent year-on-year increase in revenue.
Perhaps most compelling for marketers is the fact that MENA is the world’s second fastest-growing gaming market, with MENA-3 spending projected to hit $2.87bn and gamers reaching 83.7 million by 2028. Approximately 92 per cent of people below 30 (70.7 million) in MENA-3 markets were gamers in 2024. With a median age of 22 (vs. 28 globally), MENA’s young, engaged gaming audience make the industry a powerful platform for brands to connect with the next generation of consumers.
Sportainment – blending gaming, sports and media – is complementary to traditional sports, with esports filling stadiums and gaming influencers drawing millions of followers. Multinational brands are eager to collaborate with and sponsor players, funding teams, events and tournaments, benefiting all involved, from the players to the event organisers.
Tapping into gaming’s marketing potential
For brands looking to enter the gaming space, authenticity is key. The gaming community is highly engaged but also highly discerning – overt advertising or tone-deaf campaigns will be met with scepticism. Instead, marketers should focus on organic integrations that enhance the gaming experience rather than disrupt it.
In-game advertising is expected to reach $221bn by 2027. Unlike traditional ads, which can be intrusive, in-game ads offer a seamless way for brands to be part of the gaming world. This could be anything from virtual billboards in racing games to branded skins and items that players can use in
their gameplay.
The competitive gaming scene in MENA is thriving, with 73 per cent of the population engaging in esports. Sponsoring tournaments, teams, or individual players presents a unique opportunity for brands to align with a highly engaged audience.
Partnering with developers on branded in-game missions or exclusive content seamlessly integrates brands into the gaming narrative rather than treating it as an afterthought. Gaming influencers further enhance this by offering a personal connection with their audience. Saudi’s BanderitaX (18 million YouTube subscribers) and Aboflah (more than 44 million followers), known for his Guinness World Record-breaking livestreams, make organic product placements feel natural, influencing purchasing decisions.
The MENA gamer
The region’s gamers are diverse in their preferences, behaviours and platforms of choice. Being a mobile-first population, mobile gaming has the most potential, accounting for more than 65 per cent of gaming revenue. A June 2023 Boston Consulting Group report found that games make up 50 per cent of regional app downloads, exceeding the 40 per cent global average.
The demand for culturally relevant content is growing, with developers increasingly translating games into Arabic and incorporating regional themes into storylines. This has not only widened the appeal of gaming but also contributed to preserving and promoting Arab cultural heritage in the digital space.
The road ahead
The future of gaming in MENA is bright – and heavily backed by investment. Saudi Arabia’s Vision 2030 includes gaming and esports as key pillars for economic diversification, with billions being poured into the sector. The Public Investment Fund’s (PIF’s) $38bn commitment to gaming, with strategic acquisitions such as mobile gaming company Scopely, signals that gaming is here to stay.
For marketers, gaming presents a golden opportunity to connect with consumers in ways that traditional advertising simply cannot. But success in this space requires more than just slapping a logo on a game – it demands a nuanced, creative and culturally sensitive approach. Those who understand the gaming ecosystem, respect its communities and invest in meaningful brand integrations will be the ones who shape the future of digital engagement in the region.
By Mario Pérez, CEO, MENATech Entertainment
