ReportNiko Partners
The MENA Games Market: From Sand to Stardom
1 Jan 202325 pages~6 min full read
The MENA-3 region (Saudi Arabia, UAE, and Egypt) generated $1.8 billion in revenue from 67.4 million gamers as of 2022, driven by a mobile-first ecosystem.
See it on page 6Cultural localization is a critical success factor, with 86.6% of regional gamers prioritizing language support and successful titles integrating Arabic themes and local celebrities.
See it on page 7Esports is a primary engagement driver, with 73% of regional gamers participating in competitive gaming supported by massive prize pools and dedicated infrastructure.
See it on page 10The region is transitioning from a consumer market to a development hub through strategic initiatives like Saudi Arabia’s National Gaming and Esports Strategy and the Savvy Games Group’s M&A activity.
See it on page 17International firms, particularly from China, are increasingly using the MENA region as a strategic growth market by capitalizing on high social gaming engagement and voice chat trends.
See it on page 16The market is actively fostering a domestic development pipeline through workforce training and educational initiatives to build a sustainable local gaming industry.
See it on page 7The Middle East and North Africa (MENA) gaming market is experiencing a period of rapid expansion, characterized by significant government investment, a growing base of digital natives, and an increasing emphasis on cultural localization. As of 2022, the MENA-3 region—comprising Saudi Arabia, the United Arab Emirates, and Egypt—generated $1.8 billion in revenue and supported 67.4 million gamers. This growth is underpinned by a strong mobile-first ecosystem and a burgeoning esports sector that benefits from high engagement rates and substantial public sector backing, most notably through Saudi Arabia’s National Gaming and Esports Strategy.
The industry’s trajectory is heavily influenced by the necessity of localized content. Data indicates that 86.6% of regional gamers prioritize language localization, and successful titles like PUBG Mobile have demonstrated that integrating regional celebrities, cultural themes, and Arabic-language support is essential for market penetration. Beyond content, the region is actively fostering a domestic development pipeline through workforce training, educational initiatives, and high-profile mergers and acquisitions, such as those led by the Savvy Games Group. These efforts aim to transition the region from a consumer market into a global hub for game development and esports.
Esports serves as a primary driver of engagement, with 73% of regional gamers participating in competitive gaming. The rise of local influencers and streamers, coupled with massive prize pools and the development of dedicated infrastructure like esports cities, has created a self-sustaining cycle of fan engagement and corporate sponsorship. Furthermore, the market is increasingly viewed as a strategic partner for international firms, particularly those from China, which have successfully utilized the region as a growth market. By leveraging social gaming trends—where voice chat and online socialization are central to the player experience—and prioritizing gender-inclusive gaming spaces, the MENA region is positioning itself as a significant, high-growth player in the global gaming landscape.
