But beneath the surface of impressive growth statistics lies something more crucial — insight. And that’s where market research plays a defining role.
At Niko Partners, we believe that data-driven decisions are at the core of successful strategies in emerging and diverse markets like MENA. In this blog, we explore how market research is informing decision makers in the gaming landscape across this dynamic region.
The MENA Advantage: A Unique and Evolving Market
MENA’s growth isn’t just about numbers — it’s about context. The region’s diverse cultural landscape, multilingual population, and high mobile-first user base make it distinct from any other global market.
For example:
Saudi Arabia is emerging as a global esports and game publishing hub with Vision 2030 and massive investments from Savvy Games Group.
Egypt and Morocco are fast-growing player communities, particularly in mobile gaming.
The UAE boasts high ARPU (Average Revenue Per User) and is home to early adopters of global gaming trends.
This diversity creates opportunity and complexity. A one-size-fits-all approach won’t work — understanding local player behavior, spending patterns, and platform preferences is key. This is exactly where accurate, regionalized market research comes into play.
How Market Research Shapes Game Development & Publishing
Game studios that succeed in MENA aren’t guessing — they’re listening. Through market research, they gain a deep understanding of:
Genre preferences across different countries
Language and cultural nuances, which are critical for localization
Spending behavior, including what players are willing to pay for and through which channels
Let’s say a developer is considering launching an RPG game in the region. Without market research, they might overlook the fact that action-adventure and competitive multiplayer genres are currently driving engagement in Saudi Arabia and the UAE. Or they may miss that localization isn’t just about language, but also about respecting cultural norms and player expectations.
This kind of insight doesn’t just improve player experience — it reduces risk and increases ROI.
Empowering Strategic Investment Through Data
MENA is attracting the attention of global gaming companies and venture capitalists. But how do they decide where to invest, and in whom?
This is where research partners like Niko Partners make the difference. Our regional studies help investors:
Identify high-growth markets and genres
Understand regulatory environments
Track mobile gaming revenues, esports viewership, and user acquisition trends
For example, our research shows that Saudi Arabia, UAE, and Egypt collectively account for over 65% of the MENA gaming market revenue. That kind of insight allows publishers to enter with confidence and allocate resources effectively.
Research Fuels Esports & Community Development
Esports is more than a buzzword in MENA — it’s a fast-evolving industry segment with deep potential. Cities like Riyadh and Dubai are becoming esports event hubs, while Egypt and Morocco see grassroots community growth.
But scaling esports isn’t just about tournaments — it’s about audience understanding. Through surveys and behavioral data, our research helps clients answer:
What games are driving viewership?
Which influencers matter in each country?
How do monetization models vary between Gulf countries and North Africa?
With this data, brands build stronger campaigns, organizers create better experiences, and communities grow more organically.
Navigating Challenges with the Right Insight
Despite the excitement, entering MENA isn’t without obstacles:
Content regulations vary across countries
Payment infrastructure can be fragmented
Internet speed and accessibility still need improvement in some regions
Rather than guessing how to adapt, game publishers use local market intelligence to navigate these hurdles efficiently. At Niko Partners, we provide research that doesn’t just inform — it empowers.
Niko Partners: Delivering the Insight That Matters
Our team at Niko Partners blends quantitative data, qualitative insights, and on-the-ground expertise to give clients a complete picture of the MENA gaming landscape.
We track:
Player demographics and preferences
Esports growth trajectories
Government investments and policy changes
Mobile, PC, and console gaming trends
Forecasts and revenue projections
Trusted by the world’s leading game publishers, tech firms, and investors, our research offers the clarity needed to make smart, regionally aligned decisions.
Final Thoughts: Growth is Good. Smart Growth is Better.
MENA is full of promise — but success isn’t about following the trend; it’s about understanding it.
Market research is the roadmap, and Niko Partners is here to guide the journey. Whether you're entering the region, expanding your footprint, or evaluating investment opportunities, our insights will keep you ahead.
📌 Explore our latest MENA Market Report
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👉 Visit www.nikopartners.com to learn how video game market research can fuel your next big move.
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