Gaming Matters Dubai: MENA's moment to lead the future of gaming

Campaign ME

21-05-2025

Attending Gaming Matters Dubai this year felt like a pivotal moment—not just for the Middle East, but for the global gaming industry. Held at the So Uptown Dubai, the event was a high-energy convergence of creators, investors, brands, vendors, developers, and policymakers. It was a clear declaration: MENA is ready to lead the next chapter of gaming.
From the opening remarks by Dr. Marwan Al Zarouni of the Dubai DET and Feryal Ahmadi of DMCC, the message was clear — Dubai isn't dabbling in gaming; it's investing deeply, long-term. With its 'Gaming 2033' vision, the city aims to become one of the top 10 global gaming hubs. But as was wisely pointed out, building an ecosystem takes time. This isn't about chasing hype; it's about creating sustainable infrastructure, talent pipelines and cultural relevance.
Get your tickets to the Campaign Breakfast Briefing: Marketing Strategies 2025 on May 29, where top industry leaders will gather to unpack game-changing practices within the world of marketing.
The global themes were loud and clear: cross-industry convergence, creator monetization, and emerging market innovation. But what was most encouraging was the commitment to localisation—whether through language, IP, or distribution. Joe Zoghbi from Tencent's Level Infinite shared how PUBG MOBILE is integrating MENA pop culture into its games including custom voice demands from local influencers. That's not just smar — it's essential.
At Ampverse, we've seen the power of hyper-local community building. It's how you create emotional resonance — and long-term loyalty.
A hot topic throughout the sessions was the role of AI in transforming game development and marketing. From reducing content creation costs to enabling more genre diversity beyond the usual RPGs and FPS titles, AI is making gaming more accessible. And as Warren Cho of Microsoft highlighted, AI is also reshaping how we identify and engage gamer cohorts — something we're already exploring at Ampverse.
Meanwhile, indie studios are thriving. Their agility and risk-taking are driving user growth and platform innovation. Timo Krueger from Nielsen called them true disruptors—and I agree. The industry needs their edge.
The line between gaming and mainstream entertainment isn't just blurring — it's vanishing.
Whether it's the huge success of the recent Minecraftmovie, Arkane becoming a Netflix series or Xbox partnering with Gucci, gaming IP is now full-spectrum culture. Sanjog Gupta of JioStar nailed it: we're not in a 'battle for attention' anymore — we're in a war for passion.
Gaming is winning that war because it offers interactivity, community, and storytelling in one package.
Langer Lee from TikTok Gaming reinforced something we've been watching closely: the creator economy is decentralising. It's no longer just about mega-influencers — it's about enabling a diverse, dynamic long tail of creators. TikTok Live Studio and frictionless creation tools are making that happen.
Monetisation was rightly called the lifeblood of this ecosystem. At Ampverse, we're doubling down on platforms and programs that empower creators to build sustainable careers — not just go viral once.
In Dubai, esports isn't just a trend — it's a strategic pillar. Eisa Sharif from the Dubai Sports Council said it best: 'Gamers are absolutely athletes.' The ambition to make Dubai a global esports hub is backed by real investment in talent, infrastructure, and event IP.
Add to that the shift in production quality—now rivalling F1 or Premier League broadcasts—and you have a product that can attract both fanatics and first-timers.
Monetisation models are evolving fast. As Marc Donnadieu of e& pointed out, the average gamer plays 3–5 hours a day — but how you capture value during that time is changing. Direct-to-consumer (D2C), season passes, DLCs, and community-based commerce are the new norm.
One powerful insight: 'If you don't own the relationship with the end user, you don't own your future.' That struck a chord. At Ampverse, that's central to how we think about our virtual world development and community management.
Gaming Matters Dubai was a resounding reminder: the MENA region isn't just participating in gaming—it's shaping its future. From cultural integration and creator empowerment to AI disruption and esports excellence, the momentum is undeniable.
The world is finally waking up to what we've known for years: gaming matters. And right now, it matters most in MENA.
By Charlie Baillie, CEO, Ampverse Group