Why Brands Can’t Ignore Gaming Audiences in MENA

Across the Middle East and North Africa, a digital revolution is unfolding—not in boardrooms or tech hubs, but on the screens of millions of passionate gamers. While some marketers still cling to outdated perceptions of gaming as a niche hobby, forward-thinking brands are discovering an advertising goldmine with unparalleled engagement rates and conversion potential.

Make no mistake: ignoring gaming audiences in today’s MENA market isn’t just a missed opportunity, it’s a strategic blunder that could leave your brand speaking to yesterday’s consumer in yesterday’s channels.

The MENA Gaming Revolution By the Numbers

The gaming ecosystem in MENA has experienced explosive growth, with the region now 

representing one of the fastest-growing gaming markets globally. Consider these compelling statistics:The MENA gaming market is projected to reach $5 billion by 2025 (Boston Consulting Group, 2023)

• Saudi Arabia and UAE lead the region with 67% and 65% of their populations identifying as gamers (Newzoo Global Gaming Report, 2024)
• Mobile gaming accounts for 80% of the market share in the region (MENA Gaming Commission, 2024)
• 45% of gamers in MENA are female, challenging outdated stereotypes (YouGov MENA Gaming Survey, 2023)
• Average daily gameplay in the region exceeds the global average by 30% (Statista Digital Market Outlook, 2024)

These figures tell a clear story: gaming is no longer just a hobby but a significant lifestyle component for millions across MENA.

The Unique Value of Gaming Audiences Goes Beyond Entertainment

What makes gaming audiences particularly valuable to MENA advertisers isn’t just their size but their engagement quality. Unlike passive media consumption, gaming creates a highly immersive experience where audiences are:

Deeply Engaged

Gamers report feeling 57% happier and 67% more engaged during gameplay compared to other digital media consumption (Activation Blizzard Media, 2024). This heightened emotional state creates unique opportunities for brand messaging that resonates on a deeper level.

Digitally Comfortable

Gaming audiences understand digital environments instinctively. They’re comfortable with digital transactions, subscription models, and virtual goods—making them receptive to e-commerce and digital service offerings.

Diverse and Inclusive

The gaming audience in MENA spans all demographics and income levels. From casual mobile gamers playing during their commute to dedicated console enthusiasts and professional esports followers, this ecosystem offers access to virtually every consumer segment marketers seek to reach.

Attentive and Present

Unlike social media browsers who might scroll past ads in milliseconds, gamers are actively present in their digital environments. This focused attention translates to higher recall rates for well-integrated advertising.

Programmatic is The Gateway to Gaming Audiences

For MENA marketers, programmatic advertising represents the most efficient pathway to tap into this valuable audience segment. Here’s why:

Precision Targeting Beyond Demographics

Programmatic platforms now allow MENA advertisers to target gamers based on their:

• Game preferences and genres
• In-game purchasing behavior
• Device usage patterns
• Cross-channel digital footprint
• Offline purchasing behaviors

This goes far beyond traditional demographic targeting, allowing for messaging that truly resonates with individual interests and needs.

Cross-Platform Reach

The modern gamer’s journey extends across multiple platforms—from mobile to console to streaming services. Programmatic allows MENA brands to maintain consistent messaging across this fragmented landscape, creating a unified conversation with audiences wherever they are.

Real-Time Optimization

Gaming engagement patterns can shift rapidly. Programmatic platforms allow MENA marketers to analyze performance in real-time and adjust their approach accordingly, ensuring optimal campaign effectiveness.

Enhanced Measurement Capabilities

Moving beyond surface metrics like clicks and impressions, advanced programmatic platforms provide MENA marketers with deeper insights:

• Cross-channel attribution models
• Online-to-offline purchase tracking
• Lifetime value analysis
• Engagement depth measurements

Strategic Approaches for MENA Brands

For regional marketers looking to capitalize on gaming audiences, consider these strategic entry points:

1. In-Game Advertising with Native Integration

Seamlessly integrated ads that enhance rather than interrupt the gaming experience see engagement rates up to 4x higher than traditional digital advertising in the region. Consider:

• Rewarded video formats that offer in-game benefits
• Branded mini-games within larger gaming environments
• Virtual product placements that feel organic to the gaming world

2. Esports Sponsorship and Activations

The MENA esports scene is growing rapidly, with countries like Saudi Arabia and UAE making significant investments in tournament infrastructure. For brands targeting younger audiences, esports sponsorships offer:

• Association with cultural relevance and innovation
• Access to highly engaged viewership
• Opportunities for authentic brand integration
• Regional pride connection as MENA establishes itself in global gaming

3. Influencer Collaborations with Regional Gaming Personalities

Gaming influencers in MENA often enjoy unusually high trust levels with their followers. Partnerships with regional gaming personalities can yield:

• Authentic brand endorsements
• Educational content about products or services
• Live demonstration of brand offerings
• Cultural relevance through local language and references

4. Programmatic Audio in Gaming Environments

With 65% of mobile gamers in MENA playing with sound on, programmatic audio ads represent an underutilized opportunity to reach audiences when visual attention is focused on gameplay.

Implementation Challenges and Solutions

Despite the clear opportunities, MENA marketers face several challenges when entering the gaming ecosystem:

Measurement Fragmentation

Challenge: Gaming engagement spans multiple platforms, making unified measurement difficult.

Solution: Implement cross-device tracking and work with programmatic partners who can provide identity resolution across the digital ecosystem.

Creative Adaptation

Challenge: Standard digital creative often performs poorly in gaming environments.

Solution: Develop gaming-specific creative that respects the medium and enhances rather than interrupts the experience.

Regional Nuances

Challenge: Gaming preferences vary significantly across MENA markets.

Solution: Leverage programmatic data to understand market-specific gaming behaviors and tailor approaches accordingly.

The Future of Gaming Advertising in MENA

Looking ahead, several trends will shape how brands engage with gaming audiences in the region:

• The rise of the metaverse is creating new virtual spaces for brand presence
• Cloud gaming services are expanding accessibility across the region
• AR and VR experiences are creating new immersive advertising opportunities
• Gaming commerce is blurring the lines between entertainment and shopping
• Region-specific game development, creating culturally relevant advertising environments

From Opportunity to Necessity

For MENA marketers, gaming audiences have transformed from an optional consideration to a strategic necessity. As traditional advertising channels face increasing challenges with attention fragmentation and ad avoidance, gaming environments offer something increasingly rare: genuine engagement with receptive audiences.

The programmatic ecosystem now provides the tools needed to access these audiences with precision and scale. The question for MENA brands is no longer whether they should include gaming in their media mix, but how quickly they can develop the strategies and partnerships needed to do so effectively.

Those who establish authentic connections with gaming audiences today will enjoy significant competitive advantages in the years ahead, as gaming continues its trajectory from entertainment channel to cultural cornerstone across the Middle East and North Africa.