Sandsoft Games announced the launch of a new video game studio in Saudi Arabia funded by the Ajlan & Bros Group, one of the biggest families in the Kingdom. The company will lead the development and publishing of video games for the region, creating stronger foundations for the video games market and amplifying the modernization of MENA.
The MENA market has seen 25 percent annual revenue growth, which is the highest rate of growth for video games globally. In the Middle East and Africa (MEA), games revenue is estimated to reach $4.8 billion in 2020 and $6 billion by 2021. In addition, the Middle East boasts a young population, high purchase power and is considered to be an innovative tech hub with a fantastic infrastructure that is constantly evolving. Despite consistent growth the video games industry in the region is still considered to be an emerging market and the ecosystem remains underdeveloped.
Sandsoft is looking to help shape the ecosystem by incorporating their international and local expertise and offering the culturization of products to ensure games are launched in a way that will resonate with players and truly represent the market to help it grow.
Heading up Sandsoft Games is Mo Fadl, with over 16 years of publishing experience and roles at NCSoft, Blizzard, Riot Games and Wargaming. Fadl said “MENA has for a long time been an emerging market. There are a number of prominent titles that have been localized for the region but what I’ve often found is the region is an afterthought and products are only translated even though we know just how hungry MENA players are for new gaming experiences. It has always been my ambition to push the gaming scene further in MENA. I believe all gamers should be offered the best possible entertainment experience and my goal is to build a team who will help to achieve this for MENA.”
He further added, ‘I’m incredibly excited to be a part of Sandsoft, this is my lifelong passion. Sandsoft is international and local, speaking the local language and development language, providing publishing services and access to the wider MENA infrastructure that will allow products of all shapes and sizes to be culturalized, not just localized.”