MAYS IBRAHIM (ABU DHABI)
In the rapidly expanding gaming market within the Gulf Cooperation Council (GCC) region, the UAE emerges as a key player, according to recent research issued by Niko Partners, in partnership with the Saudi Esports Federation.
Titled “Speaking the Language: Localisation in the MENA Region”, the report offers insights into effective localisation strategies for companies aiming to succeed in this burgeoning market.
It highlights the importance of tailored approaches for MENA countries, particularly within the GCC region, drawing on market data, player insights, and case studies from industry leaders.
Key findings indicate that Saudi Arabia and the UAE are set to become the fastest-growing markets in the GCC by revenue, collectively accounting for nearly 80 percent of player spending across all six GCC markets.
The report stated: “MENA, and particularly GCC countries, are among the most exciting global markets for the growth of the games industry. While market saturation and increasing regulations have led to slower progress in many global regions, MENA offers greener pastures, with a booming gaming audience and high spending, providing huge opportunities for companies who can navigate its cultural landscape.”
In 2023, the GCC had 33.7 million gamers, with a total player spending of $2.24 billion and an impressive annual average revenue per user (ARPU) of $66.34 across all platforms.
The report projects that by 2028, player spending in the GCC will grow at a compound annual growth rate (CAGR) of 7.7 percent, reaching $3.24 billion in 2028, while the number of gamers is expected to rise to 38.9 million, with an ARPU of $83.30.
Socioeconomic factors highlighted as driving growth in the GCC gaming industry include their large youth populations, significant consumer spending power, government support and investments in esports, cultural shifts, and multiplatform gaming, in addition to a combined internet penetration rate above 96 percent, making the GCC markets among the most connected regions in the world.
Localisation: A ‘Game Changer’ in MENA Region
The report pointed out that there is significant demand for Arabic localisation among gamers; there are over 420 million Arabic speakers globally, including 50 million in the GCC region, making it the 5th most spoken language in the world.
“Arabic localisation is a strategic game-changer for developers aiming to broaden their audience and revenue streams. Embracing the rich and diverse Middle East and North Africa market allows developers to take their games to new heights, captivating a wider audience and unlocking fresh opportunities,” the report stated.
“Localisation breaks down language barriers, delving into cultural intricacies to create experiences that deeply resonate with Arabic-speaking gamers. It’s about crafting immersive journeys that touch players’ hearts and minds, fostering a sense of belonging and authenticity.”
Niko Partners conducted a survey of 1,225 gamers in GCC markets in December 2023, which revealed that “41 percent of gamers in the region say they only play games with an Arabic localisation or are more likely to play games with an Arabic localisation.”
This preference is evident in Saudi Arabia, Qatar, and Bahrain more than the UAE and Kuwait, which have a higher number of non-Arabic speaking gamers, the report stated.