Muller & Phipps Middle East Group Holdings, a part of the multinational Getz Group of Companies, has made a significant move in gaming and esports by acquiring all assets of Power League Gaming, the region’s leading agency. Known for its omnichannel distribution solutions for tech partners and network carriers, Muller & Phipps serves a diverse clientele with technology solutions via its group company Pedigri Technologies and international sales and marketing through Getz Technology. This acquisition marks a pivotal step in their strategy to enhance their gaming and esports industry footprint, with plans to invest in scaling operations in Dubai and expanding into Saudi Arabia by the fourth quarter of 2024.
Power League Gaming: Leading the Gaming and Esports Revolution
Power League Gaming (PLG) has been at the forefront of the MENA gaming and esports scene since 2013. Specializing in gaming and esports strategy, PLG manages the largest online and offline esports activations in the MENA region. Their expertise extends to creating branded and owned IP gaming content, educational content creation, hosting gaming events, social media marketing, and influencer marketing. This comprehensive suite of services has established PLG as a thought leader in the industry, defining how brands position themselves in this rapidly growing space.
Saudi Arabia: A Thriving Gaming Market
Saudi Arabia’s gaming market has experienced exponential growth, with gaming revenues witnessing a compound annual growth rate (CAGR) of 20.2% from 2017 to 2023. According to Newzoo research, the country boasts an estimated 23.5 million gamers. This booming market is further fueled by the Kingdom’s Public Investment Fund, which announced a $38 billion investment into gaming through its subsidiary, Savvy Games. The objective is clear: to make Saudi Arabia the world’s leading hub for gaming and esports by 2030.
The Gaming Demographic in MENA
In the MENA region, approximately 30% of the population, over 170 million, identify as gamers. Of this demographic, 46% engage in daily gameplay, while 29% play weekly, averaging 7.5 hours per week. This highly engaged audience interacts significantly with Power League Gaming’s platforms, responding positively to relevant and targeted brand messages. The gaming category spans all age groups and nationalities, creating a diverse and passionate community of players and spectators continually seeking new content and experiences.
Strategic Insights from Industry Leaders
Trevor Price, Group CEO of Muller & Phipps Middle East Group Holdings
Trevor Price emphasized the strategic significance of the acquisition, stating, “As part of The Getz Group of companies, we are committed to exploring new business verticals with substantial growth potential. The gaming and esports sector has become integral to global bluechip consumer brand marketing strategies. We see a tremendous opportunity to establish ourselves as the leading partner for strategy and content in MENA. With Power League Gaming, we gain market experts who have rapidly grown and possess the talent and drive to elevate the business and the category to new heights across our region. We are excited about our expansion into Saudi Arabia later this year and look forward to offering local clients the latest and most commercially viable esports and gaming strategies.”
Matthew Pickering, CEO of Power League Gaming
Matthew Pickering highlighted the phenomenal rise of gaming and esports in the region, remarking, “The growth in gaming and esports in recent years has been extraordinary, significantly accelerated by the COVID-19 pandemic, which attracted a new wave of users who have remained engaged. These users drive further growth by recommending gaming and esports content and experiences to their peers. Saudi Arabia’s ambitious goal to become a global hub in this category by 2030 enhances the opportunity. We are thrilled to collaborate with our new partners and owners, Muller & Phipps, to play a crucial role in their regional vision.”
Future Prospects and Industry Impact
The acquisition of Power League Gaming by Muller & Phipps Middle East Group Holdings is poised to redefine the gaming and esports landscape in the MENA region. By leveraging PLG’s expertise and Muller & Phipps’ robust distribution network and strategic vision, the combined entity aims to drive innovation, enhance market penetration, and deliver unparalleled value to clients and gamers alike.
Investment and Expansion Plans
The strategic investment into Dubai operations and the planned expansion into Saudi Arabia are set to unlock new growth opportunities. With Saudi Arabia positioning itself as a global gaming hub, Muller & Phipps’ timely entry into this market aligns perfectly with the Kingdom’s vision and investment plans. This expansion will create a ripple effect, attracting more international investments and partnerships in the region’s gaming and esports ecosystem.
Enhancing the Gaming Experience
With a focus on creating immersive and engaging gaming experiences, the collaboration between Muller & Phipps and Power League Gaming will introduce innovative solutions tailored to the MENA market. From advanced gaming strategies to cutting-edge content creation, the partnership aims to set new benchmarks in the industry, catering to the evolving needs of gamers and brands.
Conclusion
The merger of Muller & Phipps Middle East Group Holdings and Power League Gaming heralds a new MENA gaming and esports industry era. As they gear up to expand and innovate, the region is set to witness unprecedented growth and transformation in this dynamic sector. The combined strengths of these industry leaders promise to deliver exceptional value, making the MENA region a key player in the global gaming and esports arena.
