The breathtaking architecture is impossible to ignore upon arrival in Abu Dhabi or Dubai. As you descend, the sight of towering skyscrapers, majestic domes, and meticulously organized streets resembles a digital simulation brought to life, akin to creations seen in Cities: Skylines or Civilization. Even occasional travelers will note that visiting the UAE is a unique experience unto itself.
However, the underlying motivations behind the UAE’s commitment to the gaming industry are less visible. Although policy backing for this sector has existed for years, events showcase the strong resolve from both public and private sectors to position the nation as a central hub for video games, esports, and related services. Niko Partners has observed an environment ripe for fostering gaming enterprises and their supporting infrastructures, ranging from discussions aimed at enhancing player ecosystems to informal discussions likely to lead to international collaborations.
Abu Dhabi
Senior Analyst Narinder Kapur from Niko Partners participated in a panel discussion at the Abu Dhabi Culture Summit on April 27, where the focus was on the incorporation of video games into government soft power and geopolitical strategies. The session, titled ‘Virtual Realms, Real Politics: Ownership and Influence in Gaming’, explored concrete cases and the significance of considering cultural and geopolitical subtleties during the game development and marketing processes.
Narinder at the “Virtual Realms, Real Politics: Ownership and Influence in Gaming” panel during the Abu Dhabi Culture Summit 2025
The conversation also highlighted optimal strategies for companies navigating the current geopolitical landscape, further illustrating the willingness of UAE event organizers, particularly the Abu Dhabi government, to confront tough issues while also seeking solutions as they aim to establish the city as a destination for video game and esports development.
According to discussions with local stakeholders, Abu Dhabi is offering various types of support for its gaming and esports communities, including policy initiatives, financial aid, subsidies, and access to essential infrastructure typically unattainable for smaller firms relocating to the area. Additionally, the city provides easy access to a broad audience base, facilitating the testing of new games and features without incurring substantial costs.
Dubai
Analyst Mohamed Zaher from Niko Partners addressed attendees at the Dubai GameExpo Summit on May 7, presenting a talk entitled ‘All Eyes on MENA: Trends & Future Outlook for Investment’. Zaher provided insights into investment trends, market dynamics, and strategies for businesses looking to expand in the region.
Niko Partners MENA Analyst Mohamed Zaher presenting at the Dubai GameExpo Summit
Following this event, the MENA Game Industry Awards for 2025 took place, where Niko Partners was awarded as Best Service Provider alongside Xsolla for their collaborative white paper, ‘What Does the Monetization Landscape Look Like for Video Games in MENA?’. The award-winning paper is available in both English and Arabic.
Zaher with the Xsolla team at the Dubai GameExpo Summit, where Niko Partners and Xsolla were honored as Best Service Provider at the MENA Game Industry Awards 2025
Zaher noted that attendance for the sessions and panels at the summit surpassed that of the previous year’s event, with a notable increase in participation from independent developers, venture capitalists, and publishers. Several discussions focused on funding opportunities in the region and the potential growth for investors aiming to tap into the talent and audience in MENA through the UAE.
As reported by Niko, the UAE is among the wealthiest markets, with gamers in the region exhibiting high levels of engagement compared to others in Asia and MENA. While significant spending is partly attributed to higher incomes, it is also influenced by local interests and the diverse mix of diasporas present in the country.
Despite the attractiveness of this market, both entry and expansion pose challenges. Companies must navigate cultural considerations and distinct gamer preferences that vary widely across platforms and game genres. Successfully establishing a niche in this environment requires a deep comprehension of both public and private sector motivations and their interaction with consumer behavior.
Stay informed about the latest updates in the UAE through NikoIQ, our intelligent online platform. Supported by our in-country experts and over twenty years of experience, you can tailor our proprietary data to suit your market strategy. NikoIQ is complemented by our MENA Market Model Report, which highlights growth trends and insights for three key markets in the region: Egypt, Saudi Arabia, and the UAE. We also offer discussions on custom research and strategic consulting in this area.