MENATech Entertainment drives Middle East's esports boom
As the Middle East solidifies its position on the global esports stage, MENATech Entertainment, a subsidiary of GGTech and a prominent international gaming and esports company, is playing a vital role in driving the region's digital entertainment ambitions. With major national strategies in Saudi Arabia and the UAE aimed at transforming gaming into a multi-billion-dollar industry, MENATech is working at the intersection of global expertise and local engagement to fuel the sector's rapid growth.
Saudi Arabia's National Gaming and Esports Strategy projects a staggering $13.3bn economic impact by 2030 and envisions the creation of 39,000 jobs within the sector. This push forms a cornerstone of the Kingdom's wider Vision 2030 goals. Simultaneously, the UAE's Dubai Programme for Gaming 2033 aims to position the city as one of the world's top 10 gaming hubs, contributing $1bn to its GDP and generating 30,000 new jobs. These forward-looking policies have created a fertile environment for companies like MENATech to thrive.
Mario Pérez, CEO of MENATech Entertainment, said: 'The Middle East is no longer a frontier market for gaming and esports; it's an engine of innovation, talent, and long-term opportunity. From launching GAMERGY MENA to building educational programs and regional leagues, our on-the-ground work across the region reflects the scale of what's possible here. Our global know-how, local partnerships, and community-driven development are helping ensure that the region is leading the global esports conversation. With visionary policies, tech-savvy youth, and rapidly expanding digital infrastructure, this is a dynamic launchpad for scaling the global gaming industry, now valued at $200bn.'
In early 2025, MENATech brought the gaming festival GAMERGY to the region for the first time. Hosted in Cairo, GAMERGY MENA attracted more than 40,000 visitors and showcased elite competitions in games like Valorant, PUBG Mobile, League of Legends and Rocket League. Backed by the Egyptian Ministry of Youth & Sports and major sponsors including IMKAN Misr, Samsung and Red Bull, the event offered over EGP 2min prize money, marking a significant milestone for esports in the region.
MENATech has also collaborated with Riot Games to launch the Strike Arabia Championship, the first official regional Valorant league. Spanning countries across the GCC, Levant, Iraq, Egypt and North Africa, the competition featured both amateur and professional divisions, with top teams advancing to European LAN finals. This initiative provided a vital link between local talent and international opportunities, spotlighting regional players on the global stage.
In Saudi Arabia, MENATech has supported the development of the Saudi Esports Academy, laying the foundation for formal, in-person esports education. The company also runs the UNIVERSITY Esports programme across the MENA region, offering students practical training in fields such as broadcasting, event production and digital marketing.
With one of the world's youngest populations and a fast-growing base of gamers, the Middle East is experiencing a cultural shift where gaming is increasingly viewed as a legitimate profession. Dubai alone is now home to over 350 gaming companies, including more than 260 developers. The city continues to strengthen its gaming ecosystem with initiatives like the Dubai Esports Festival, the DMCC Gaming Centre, and the issuance of gaming-specific residency visas.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Khaleej Times
8 hours ago
- Khaleej Times
Bayan Sadagah: From emergency unit nurse to nurturing Saudi women's football dream
Amid the dazzling display of stars in Saudi Arabian football following Cristiano Ronaldo's multi-million-dollar move to Al Nassr in early 2023, you can be forgiven for not paying attention to a quiet revolution taking place in women's football at the heart of the Gulf Kingdom. Unlike the star-studded Saudi Pro League, the Saudi Women's Premier League is not grabbing eyeballs. But the women's league, launched in 2022, just months before the Ronaldo-inspired influx of global stars in the SPL, is drawing young girls to football. Part of the country's Vision 2030 project, women's football is gaining a foothold in the desert with the 10-team SWPL inspiring the young generation to come out and play what Pele called 'the beautiful game'. Leading the Saudi 'joga bonito' is Bayan Sadagah. The 30-year-old midfielder is a leader on the field — she captains Al-Ittihad, her club team in SWPL and the Saudi women's national team. Remarkably, it was not the Ronaldos or the Peles that inspired Sadagah to play football. Rather, it was the free spirit of the barefoot street footballers in her country that tugged at her heartstrings. During an interview with Khaleej Times, the former nurse opened up about her journey from the emergency ward of a hospital to the sporting stage and how the 2034 Fifa World Cup could also be a game-changer for women's football in her country. Q: As a female footballer and the captain of the national team, how important is your role in the context of Saudi's vision for the future? A: Being a female Saudi footballer and a captain is truly an honour I carry with pride. Sometimes it takes a moment to fully grasp that we're not just witnessing change — we are living the shift. We're part of a powerful vision that's breaking boundaries and redefining what's possible for women in sport. I don't take that lightly. My role goes far beyond leading on the field — it's about setting an example, representing progress, and hopefully inspiring young girls across the country to believe in their dreams too. Q: You started as an emergency unit nurse at a hospital. Can you tell our readers more about your early life? A: Yes, I worked as a nurse in the emergency department of a hospital in Jeddah, my hometown. It was one of the most intense and humbling experiences of my life. Emergency rooms are high-pressure environments — you have to think fast, stay composed, and be fully present for people in some of their worst moments. That experience shaped me. It taught me discipline, resilience, and how to stay calm in chaos — all of which translate directly onto the football field. Whether it's a tough match or a critical moment, I know how to lead under pressure and stay focused. Q: What is your first memory of watching football? A: I remember watching football on TV with my family — the energy, the passion, the drama. It was something we all shared, especially with my sisters. But honestly, what stuck with me most were the street games, sometimes even barefoot, where it just felt free and raw. That's when I truly fell in love with it. Q: Who were your first football heroes? A: I was inspired by the magic of Messi, the genius of Iniesta, and the artistry of Zidane and Ronaldinho. And by Marta's flair, leadership, and the way she carried herself was a huge inspiration. I always admired those who made the game look effortless, even though you knew how much work went into every touch. Q: But how easy or difficult was it to convince your family that you wanted to become a professional footballer? A: My family has been supportive since day one. And once they saw how serious I was — the discipline, the sacrifices, the consistency — their support only grew bigger. It was a gradual shift, and now they're fully on board and proud of the journey. Q: And since you are a full-time footballer now, how has their support been? A: Alhamdulillah, it's been incredible. They've seen how much football has shaped me — not just physically, but also emotionally and mentally. They come to games, travel when they can, ask about training, watch our matches — their support means everything. Q: Since the time you started playing seriously, do you see more girls in Saudi wanting to play football? A: Absolutely. The growth has been huge. When I started, there were barely any pathways. Now we have girls joining academies and regional training centres (RTCs), playing in schools and participating in tournaments, watching us on the field and saying, ' I want to be like her'. Some even wear our names on their jerseys. That's powerful. And it keeps growing every year. Q: Can you tell us about the Saudi Women's Football League? A: The league has made huge strides in just a few years. We started with eight teams, and now we have 10 in the Premier League. The quality, professionalism, and visibility have all improved. Most players are Saudi nationals, and we've welcomed international players as well. I believe the league has the potential to attract top global talent, just like the men's league. The infrastructure is improving, and the ambition is there. I truly believe all we need to get there is time. Q: Saudi Arabia is hosting the 2034 Fifa World Cup. That's such a big moment. Do you think it will make a big positive change? A: Definitely. Hosting the World Cup is massive, not just for football, but for the country's image, culture, and opportunities as a whole. It'll inspire a new generation of boys and girls to dream bigger, and it will push development at every level of the game, from grassroots to pro. Q: Do you also hope to see Saudi Arabia hosting the Women's World Cup in the future? A: Of course. That would be a dream. And honestly, it's not as far off as it might've once seemed. With the way things are evolving, I wouldn't be surprised to see it happen within the next couple of decades. It would be a proud, powerful moment. Q: As captain of the Saudi national team, what are the goals? Do you see a possibility of qualifying for the Asian Cup in the next 7–8 years? A: That's definitely a long-term goal. We made our international debut in 2022, so we're still building — but we're building fast. The talent is there, the hunger is real, and we have more support than ever before. I truly believe we can reach the Asian Cup within the next 7–8 years, if not sooner. But beyond that, we're building a legacy, and that is something future generations can look back on with pride. Q: As a female athlete, who are your role models or heroes in life? A: My mom, without a doubt. Her strength, patience, and resilience have shaped me. She's been my quiet anchor. Athletically, Serena Williams has been a huge inspiration — not just for what she achieved, but how she did it: with grace, power, and a refusal to back down. She opened doors for so many others. Q: Other than football, what do you like doing? A: I love going to the beach, gardening, having a good cup of coffee, music, and cooking. I also love spending time with friends and living new experiences. And I still have a soft spot for healthcare — once a nurse, always a nurse, in some way.
Filipino Times
8 hours ago
- Filipino Times
Will Ashley Shows Off Gaming Skills, Reveals He's a Valorant and Mobile Legends Pro
Actor and all-around performer Will Ashley continues to impress fans—this time with his gaming prowess. Known for his roles in TV and film, 'The Nation's Son' revealed on the sidelines of the GMA Gala 2025 that he's also a passionate gamer. His favorite? The tactical shooter Valorant, where he mains Jett, a fast-paced duelist known to be one of the most challenging agents to master. Will is also active in Mobile Legends: Bang Bang, a widely popular multiplayer online battle arena (MOBA) game. His main hero in the game is Fanny, a high-skill assassin who relies on precise mechanics using steel cables to dash across the map. His choice of Jett and Fanny reflects just how good his reflexes and in-game skills are—proof that he thrives even in the most competitive gaming environments. In fact, Will recently teamed up with fellow Pinoy Big Brother: Celebrity Collab Edition housemate Mika Salamanca for a game of Mobile Legends. In that session, he used another challenging hero, Benedetta, and scored a 'Savage'—a rare feat achieved by eliminating five enemies in a row. Fans can look forward to more content from Will's gamer side, as he expressed interest in livestreaming when his schedule clears up. Outside of gaming, Will remains busy as a multi-talented artist. He's working on a self-written music album, stars in the upcoming film Bar Boys: After School, and will appear in the GMA Prime action series Sanggang-Dikit FR. He's also filming a new music video, adding to his already packed creative calendar.
Campaign ME
a day ago
- Campaign ME
How the Middle East is positioning itself as a global sports leader
The Middle East is becoming a sports powerhouse. Most recently, one of its leading lights took centre stage when Al-Hilal knocked Manchester City out of the Club World Cup to reach the tournament's first-ever quarter finals. As the Middle East steers away from being an economy dependent on oil, it is actively repositioning itself as a leader in sports globally by becoming a hub for major sporting events. For instance, KSA has invested £5bn ($6.6bn) in sports since 2021 as Saudi Arabia's Vision 2030, placing sport at the heart of this transformation and as an engine of economic dynamism. The Kingdom is actively converting oil wealth into cultural capital: investing in football, live events, leisure, and tourism infrastructure. This isn't just about sport – it's about shaping global connection narratives and increasing Saudi Arabia's relevance on the world stage. Building Middle East sporting event brands When it comes to hosting sporting events, the Middle East has looked to position itself as a destination that other countries can't rival. It focuses on building a luxury image around its events compared with sports events in other regions. Some of this was evident at the FIFA men's World Cup in 2022 in Qatar and no doubt will be when Saudi Arabia hosts the 2034 World Cup. The region has also hosted F1 Grands Prix since 2004 along with high-profile boxing events and golf tournaments. The sense of 'premium-ness' created around ME's sporting events comes in part from its extensive infrastructure developments, which are capturing the imagination of fans around the world. The region is also expanding its sporting events and entertainment to boost its destination travel economy. For instance, a football-inspired theme park. Real Madrid World was opened in 2024, to extend its football association and visitor attractions. But it is F1 that epitomises ME's lavish marketing style. Although the penultimate rounds of the championships in Qatar and Abu Dhabi may take place elsewhere this year due to conflict in the Middle East, in previous years, the Middle East has put on a grand show. The circuit on Yas Island has luxury suites, an indoor water park, a golf course, and a Ferrari theme park. The Yas Marina Circuit for the Abu Dhabi Grand Prix in 2024 also included high-profile entertainment with live music from Eminem, Muse, and Peggy Gou among others. Al Hilal building a football club as a cultural brand Building a strong home-grown sports brand – and not just relying on pre-existing global tournaments including ME in their fixtures—is key to creating global interest and local support. The Al Hilal rebrand reimagined its positioning and expression, evolving from a successful club into a symbol of national pride and cultural ambition. The message of the rebrand shows that this club is not only for Saudi Arabia, but for the world and the future. With a revitalised brand, ambitious plans (it's looking to poach Newcastle's Alexander Isak) and its recent statement in performance at the FIFA Club World Cup, Al Hilal is earning attention and respect, not through advertising, but through action. It understands the power of big-name team additions. On-pitch signings like Neymar and Mitrović act as distribution engines. They extend content reach, boosts international interest, and helps attract younger fans across platforms. In a similar example, when Ronaldo joined Al Nassr, the club's Instagram following grew from 850K to more than 10m in less than 30 days. The future of sports in the Middle East The Middle East will continue to position itself as a sporting powerhouse thanks to Saudi Arabia hosting the 2034 FIFA men's World Cup. The World Cup will be played in 15 stadiums across five cities in the Middle East, including its one-of-a-kind stadium, which will be 350 metres above ground level and will be accessible only by lifts. Saudi Arabia is also the long-term partner of WWE, which was put in place in 2018 to help WWE grow its presence in the Middle East and grow Saudi's connections to sporting events. It is already confirmed that the Kingdom will host WWE's inaugural international Royal Rumble in January 2026. The themes emerging from the Middle East The Middle East is rebranding as a region, and we are seeing how a nation can be repositioned in part through its sport and entertainment ecosystem. Sports tourism, infrastructure and entertainment are no longer separate strategies – they are all part of a cohesive brand system. The power of Vision 2030 is a cohesive approach that everyone can get behind. It focuses investment, attention and creativity. It is central to the Middle East to build a brand to show the world that they must reappraise this region. The Middle East is focusing on fan-centric design. Clubs like Al Hilal are investing in the foundations and emotions of fandom, not just the players or the results. Brand equity is now about experience, meaning and share-ability. Sport is a conduit for cultural confidence through Saudi Arabia. The country is exporting its own voice proudly and distinctively. By Hector Saracho, Executive Director, Head of Strategy at Interbrand.
