Insights: The MENA region is poised to be the next big mobile gaming oasis

It’s safe to say that 2023 was a landmark year for the Middle East and North Africa’s (MENA) games industry. The region has seen significant growth and investment, and the data suggests that the years ahead are shaping up to be even better, setting up a great opportunity for aspiring developers and investors.

According to market intelligence firm Newzoo, not only was there a 4.7 per cent bump in MENA consumer spending on games in 2023 to $7.1bn, but the region was also the fastest-growing games market worldwide.

These figures are particularly impressive when you consider that regions such as Europe, North America, and Asia-Pacific all saw yearly declines. With all the challenges the games industry is currently facing, which include those unique to the industry as well as the macroeconomic conditions all businesses are tackling, this kind of growth is even more notable.

There is much more to look forward to. The Saudi government alone is investing $38bn in the sector through Savvy Games Group, believing in the country’s potential to become the next big games industry hub. Its investments so far include Nintendo, Nexon, and the $4.9bn acquisition of mobile publisher Scopely.

Meanwhile, the UAE, Egypt, and other countries in the region are also investing heavily to transform the region into a gaming centre.

Read: Abu Dhabi strengthens its status as a global gaming and esports powerhouse

The scale of investment is akin to notable examples of how other countries have fuelled industry growth in the past. For example, US government investment in the aviation industry saw the establishment of the National Advisory Committee for Aeronautics in 1915 to conduct and promote aeronautical research, powering the gaming sector’s development.

MENA as a gaming hub: Investing in the future

Though the MENA industry is still in its infancy, with game makers and publishers traditionally focusing on local player bases and often acting as partners for international companies entering the region, change is happening fast. Developers aren’t just making games for the MENA market anymore, they are now looking to create titles for global audiences, too.

So, the market is ripe for growth, and there is high demand, with a relatively untapped local market combined with the global opportunity for rising MENA publishers. To power this growth, though, there also needs to be investment in local talent, like there has been in business.

Why is this important? More than 60 per cent of the MENA population is under the age of 30. That means there’s a serious opportunity to create new industries powered by the next generation of talent, which has grown up in a digital world.

Existing studios in the region are leading the way in this, upskilling workers from other industries into the art of game development. We also have an internship programme to help educate the next developers, welcoming interns of any age and educational background.

There’s government-level investment in training, too, with multi-billion-dollar endowments for many of the top universities in Saudi Arabia. The emerging workforce is hugely diverse – twice as many female students enrol in University in Qatar than males.

Diversity pushes MENA gaming to new heights

This emerging, diverse workforce, combined with huge investments and a growing audience, could unlock the MENA industry’s true potential in games. It used to be that the global industry was known for a focus on male audiences, but that’s all changed.

For instance, the majority of casual puzzle games, which include famous titles like Candy Crush Saga and Royal Match, tend to be female gamers between the ages of 16 and 44, according to mobile game intelligence provider GameRefinery.

According to the International Trade Administration, there are around 23.5 million gamers in Saudi Arabia, which accounts for almost 70 per cent of its population.

Saudi Arabia’s growing commitment to diversity and inclusion is also on the rise from an industry perspective. Female game developers make up 32 per cent of the country’s workforce in this industry, according to Nine66’s The State of Game Developers in Saudi Arabia report.

If governments in the region can combine the demand for games with education for a new generation of creators, this emerging market has huge room for further growth.

With developers and publishers establishing diverse teams, the gaming industry can broaden its reach and talent pool provide more thrilling gaming experiences on a global scale, and become a true global mobile gaming oasis.

The writer is the CTO at Riyadh-headquartered Sandsoft Games.