Gamers Lounge Teams With Riot Games for MEA

Key insights

6 takeaways

01
Cairo-based agency Gamers Lounge has been appointed as the official creative arm for Riot Games in the Middle East and Africa (MEA) for the 2024 calendar year.
02
The partnership, which has been active since the start of 2024, tasks Gamers Lounge with promoting Riot Games' intellectual properties, including Valorant, League of Legends, and League of Legends: Wild Rift.
03
Gamers Lounge is launching a 'Creative Hub' dedicated to graphic design, illustration, video production, and broadcast services to support Riot Games' regional vision.
04
The collaboration is part of a broader effort by Riot Games to increase its presence in the MEA region and align with international competitive esports standards.
05
Gamers Lounge has already managed several regional campaigns in 2024, including the launch of the Middle East server for League of Legends and a Ramadan-themed campaign for Wild Rift.
06
While financial terms were not disclosed, the partnership involves close coordination between Gamers Lounge and Riot’s regional MENA offices based in the United Arab Emirates.

Summary

Cairo-based gaming organization Gamers Lounge has entered a strategic partnership with Riot Games to serve as its official creative arm for the Middle East and Africa (MEA) region. The collaboration, which began in early 2024 and is slated to continue through the remainder of the calendar year, aims to bolster Riot Games’ regional presence and support the growing demand for standardized esports and gaming content within Arab and African markets.

Under the terms of the agreement, Gamers Lounge has established a dedicated "Creative Hub" to manage marketing, graphic design, illustration, and video production for Riot’s major intellectual properties, including Valorant, League of Legends, and League of Legends: Wild Rift. The partnership facilitates a localized approach to content creation, allowing Riot Games to better engage with regional audiences through initiatives such as the launch of a dedicated Middle East server for League of Legends and holiday-themed promotional campaigns.

While the financial specifics of the deal remain undisclosed, the partnership represents a significant expansion of Gamers Lounge’s operational scope. The organization, which provides comprehensive brand solutions for the gaming industry, has previously collaborated with major entities such as Red Bull Gaming and the Intel Arabian Cup. By aligning with Riot’s regional offices in the United Arab Emirates, Gamers Lounge is positioned to play a central role in executing Riot’s long-term strategy to cultivate international competitive standards and increase brand visibility across the MEA territory.