The business of rewards: How digital gift cards are powering GCC growth
The study shows that corporate SMEs represent the fastest-growing segment, forecast to expand at 14.9 per cent annually through 2030
20 January, 2026
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As the Middle East’s gift card and incentive market accelerates toward $38bn by 2030, businesses across the UAE and Saudi Arabia are transforming how they reward employees and customers.
According to new data from Mordor Intelligence, the gift card and incentive card market in the GCC is valued at $24.9bn in 2025 and is growing at an 8.8 per cent compound annual growth rate, driven by corporate digitisation, rising e-commerce adoption and mobile-first payments.
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Within this momentum, YOUGotaGift’s @Work platform enables companies large and small to purchase eGift Cards in bulk, personalise them with messages, add custom corporate logos and branding, and track transactions through a centralised dashboard, all without administrative setup or integration.

“With corporates, especially SMEs, making up more than 61 per cent of the Middle East gift card market, the sector is redefining how businesses appreciate and reward their people,” said Husain Makiya, co-founder and chief executive of YOUGotaGift. “SMEs are moving quickly from cash payouts to digital solutions because they demand simplicity, speed and accountability.”
SMEs drive market expansion
The study shows that corporate SMEs represent the fastest-growing segment, forecast to expand at 14.9 per cent annually through 2030. eGift Cards already account for 67 per cent of the regional market and are advancing at nearly 20 per cent CAGR, while online platforms command almost 80 per cent of total distribution.
This shift highlights a decisive move away from paper vouchers toward real-time, digital reward systems that offer transparency and operational efficiency.
Saudi Arabia leads the regional market with a 43.9 per cent revenue share, reflecting strong alignment with its cash-lite agenda, while the UAE continues to pioneer enterprise adoption through digital economy initiatives and integrated fintech ecosystems.
Efficiency, sustainability and scale
As companies accelerate digital transformation, YOUGotaGift’s @Work supports this transition by simplifying employee rewards and customer incentives. Each transaction eliminates paper and plastic waste, aligning corporate recognition programs with sustainability and governance priorities.
“Digital rewards are not just convenient; they are measurable and environmentally responsible,” Makiya added. “By replacing traditional procurement methods with instant digital rewarding, businesses across the GCC can enhance engagement while operating more efficiently.”
YOUGotaGift’s @Work is designed for organisations of all sizes, from SMEs to large enterprises. With no system integration required, businesses can reward employees, incentivise customers and issue payouts within minutes.
By combining local fintech innovation with enterprise-grade functionality, the platform reflects the region’s broader push for productivity, transparency and inclusion. Businesses across the UAE and Saudi Arabia are transforming how they reward employees and customers businesses.



















