Yazle’s Tom Martin writes on the impact of in-game marketing and advertising.
The MENA region has emerged as one of the fastest growing mobile gaming markets in the world. With a young, tech-savvy population and increasing smartphone penetration, mobile gaming is not just a source of entertainment but a critical channel for brand engagement.
According to Newzoos’ Global Games Market Report 2024, the global gaming market is currently valued at $187 billion in 2024, with mobile gaming contributing around 50 per cent of that total.
Whilst the biggest and most established markets globally are the US and China, the b
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