Gaming in the Middle East has evolved from a pastime into a thriving economic powerhouse, attracting brands, advertisers, and influencers eager to engage with its rapidly expanding audience. In collaboration with Ipsos, Power League Gaming (PLG) has unveiled a groundbreaking report shedding light on how brands position themselves within this dynamic ecosystem.
The report highlights key trends shaping gaming culture in the UAE and Saudi Arabia (KSA), from brand recognition and sponsorship impact to in-game advertising and influencer marketing. The findings provide compelling evidence that gaming is not just entertainment but a powerful advertising channel influencing purchasing decisions at scale.
Sony, McDonald’s, and Red Bull Lead Brand Recognition
In a market where brand presence is everything, Sony stands as the most recognised gaming brand, with 60% awareness in the UAE and 67% in KSA. This strong foothold presents a massive opportunity for brands to collaborate with top gaming platforms, reinforcing their presence within a highly engaged audience.
Red Bull dominates brand association in the UAE, with 45% recognition among gamers, while its impact in KSA sits at 23%, signalling an untapped market for energy drink partnerships.
Fast food brands are also making their mark. McDonald’s leads gaming brand association in both markets, with 67% recognition in KSA and 63% in the UAE. In KSA, Dunkin’ Donuts and Domino’s Pizza follow as key players in the gaming space, while in the UAE, KFC (55%) and Pizza Hut (37%) are more dominant compared to their lower recognition in KSA (KFC at 39% and Pizza Hut at 23%). These insights highlight how strategic brand integration within gaming spaces can drive deeper engagement and loyalty.
The Power of In-Game Advertising
Gaming is proving to be one of the most effective spaces for brand visibility. Sponsorships are the most common form of in-game advertising, with 54% of UAE gamers and 46% of KSA gamers recalling seeing them during gameplay. Video ads are another popular method, experienced by 48% of KSA gamers compared to 42% in the UAE. In-game banners also perform strongly, with 42% of UAE gamers and 37% of KSA gamers noticing them.
Importantly, 73% of UAE gamers and 67% of KSA gamers say that in-game ads influence their purchasing decisions. With 76% of UAE gamers and 70% of KSA gamers encountering in-game ads, brands have a significant opportunity to connect with this highly engaged audience.
Food & beverage brands lead the pack as the most anticipated in-game advertisers, followed by energy drinks, gaming and technology companies, fashion brands, and entertainment and leisure. Brands looking to maximise their impact should focus on native in-game placements that enhance the user experience rather than disrupt it —ensuring they stay ahead in the rapidly evolving digital landscape.
Influencer Marketing is Redefining Consumer Behaviour
Gaming influencers have become pivotal in shaping purchasing decisions, with 61% of UAE gamers and 65% of KSA gamers exposed to influencer-driven in-game ads. Their influence is undeniable – 74% of UAE gamers and 71% of KSA gamers say influencer ads impact their purchase decisions. Additionally, 59% of UAE gamers and 48% of KSA gamers actively follow brands that collaborate with their favourite gaming influencers.
KSA gamers show slightly higher conversion rates, with 47% making a purchase after seeing an influencer promotion, compared to 45% in the UAE. Nearly 69% of UAE gamers and 63% of KSA gamers take action after encountering an influencer ad, reinforcing the power of strategic influencer partnerships in gaming. Brands that align themselves with the right gaming personalities can build trust and drive engagement in ways that traditional advertising struggles to achieve.
Turning Engagement into Action
After viewing an ad by an influencer, 36% of KSA gamers and 38% of UAE gamers visit the advertised website. UAE gamers are more likely to interact further, with 41% following the brand on social media compared to 32% in KSA. Meanwhile, 28% of UAE gamers and 22% of KSA gamers make an immediate purchase after seeing an influencer ad.
Mathew Pickering, CEO of Power League Gaming, said “The data speaks for itself, with engagement rates soaring, gaming has become a powerful channel for brands seeking to connect with their audiences in a meaningful way. The right blend of in-game advertising and influencer marketing drives deeper brand connections and transformative results. At Power League Gaming, we empower brands to make the most of these opportunities, ensuring they engage the gaming audience in effective and authentic ways.”
This groundbreaking research conducted in December 2024, provides deep insights into evolving consumer behaviour and brand engagement in the gaming space. As brands navigate innovative ways to reach young, digital-savvy audiences, gaming presents an unparalleled opportunity to build meaningful connections and drive purchasing decisions. Brands that seamlessly integrate into gaming culture will not only capture attention but also drive deeper engagement and stronger purchasing decisions, securing a competitive edge in the market.
Power League Gaming specialises in gaming and esports strategy, large-scale online and offline activations, branded and original content creation, influencer marketing, and educational gaming initiatives. Having delivered esports solutions to blue-chip clients since 2013, including Sony, KFC, Pizza Hut, Tencent, Adidas, Lenovo, Coke, Razer, Kellogg, Nestle, Riot, and EA – to name a few, the agency is a thought leader shaping the way brands integrate into the region’s rapidly expanding gaming ecosystem.
