The MENA Gaming Market: Strategies for Game Developers

The Middle East and North Africa (MENA) gaming market has emerged as one of the most promising regions for the gaming industry, fueled by rapid growth and transformation. Valued at $7.45 billion in 2023, the Middle East gaming market is projected to grow at an impressive compound annual growth rate (CAGR) of 9.4% from 2024 to 2030.

For game developers, this represents a golden opportunity to tap into a community driven by a youthful population, widespread smartphone adoption, and robust government investments in gaming and esports.

The rise of the MENA gaming industry

The MENA gaming landscape is spearheaded by the MENA-3 countries: Saudi Arabia, the United Arab Emirates (UAE), and Egypt. The number of gamers in the MENA-3 region is expected to reach 176.9 million by 2029, reflecting the region's rapidly growing appetite for gaming.

These nations lead the charge with unique attributes that contribute to the region’s growing gaming sector:

• Saudi Arabia. Under the government’s Vision 2030 initiative, significant funding is being channeled into gaming and esports. This includes support for game development, esports tournaments, and gaming infrastructure.
• United Arab Emirates (UAE). Boasts a high standard of living and a tech-savvy population, making it a hotspot for gaming innovations.
• Egypt. With a young population, Egypt serves as a critical entry point for developers targeting the broader MENA market.

Challenges and opportunities for game developers

The MENA gaming market offers a range of opportunities, offering game developers a chance to reach a diverse and rapidly growing audience. However, there are a few things to keep in mind in order to find success in this region – from understanding diverse cultural expectations to integrating region-specific payment methods, and more.

• Localization is key. The MENA region values culturally relevant and language-specific content. Games that incorporate Arabic language options and themes that resonate with local cultures often have a greater chance of success. This extends beyond text translation to adapting storylines, characters, and visuals that align with regional values.
• Monetization and payments. The region relies heavily on alternative payment methods such as mobile wallets, prepaid vouchers, and cash-based systems. Be sure to integrate payment solutions that cater to these preferences. Xsolla Payments, for example, offers comprehensive payment coverage in the region, supporting popular options like STC Pay in Saudi Arabia, Fawry Cash and Vodafone Cash in Egypt, and Etisalat in the UAE.
• Navigating regulations. Each country in MENA has its own legal and compliance requirements. Understanding content restrictions and regulatory nuances is essential to avoid setbacks. Partnering with experts familiar with the region’s landscape can help developers ensure compliance and smooth market entry.

Strategies for success in MENA

To maximize your chance of thriving in MENA’s gaming market, adopt tailored strategies that align with the region’s unique preferences and growth dynamics. By addressing the specific needs of MENA gamers and leveraging localized solutions, you can build stronger connections and enhance your potential players’ satisfaction.

• Prioritize localization. Understand MENA gamers’ preferences and craft experiences that resonate with their cultural, payment, and linguistic needs. Xsolla’s extensive payment coverage also ensures you can offer players region-specific options, simplifying transactions and enhancing the gaming experience.
• Focus on mobile gaming. Mobile gaming dominates the MENA region, so prioritize mobile-friendly designs and optimize for smartphones to capture more gamers.
• Engage with eSports and communities. The eSports scene in MENA is growing rapidly, creating opportunities to build brand awareness and gamer loyalty. Hosting tournaments, collaborating with local influencers, and creating strong in-game communities can significantly improve your traffic and engagement.
• Build strong partnerships. Partnering with regional distributors, payment providers, and local publishers is key to effectively navigating the MENA gaming market. With established relationships across the region, such as our collaboration with Saudi Arabia's Savvy Games Group, Xsolla brings valuable insights and expertise about the MENA region.

Read the full article here.