– Muller & Phipps Middle East Group, part of The Getz Group of Companies, completes acquisition of Power League Gaming, MENA’s leading gaming and esports agency.

– Acquisition aims to bolster Muller & Phipps’ presence in Dubai and expand operations into Saudi Arabia by Q4 2024, leveraging Power League Gaming’s expertise in gaming strategy and esports events.

– Saudi Arabia’s booming gaming market, with a 20.2% CAGR in revenues from 2017 to 2023 and ambitious $38 billion investment in gaming infrastructure, underscores the strategic significance of the acquisition for regional expansion and market leadership.

Muller & Phipps Middle East Group, a technology distribution firm based in the MENA region and part of The Getz Group of Companies, has completed the acquisition of Power League Gaming, the leading gaming and esports agency in the region.

This acquisition aligns with Muller & Phipps Middle East Group’s strategy to expand its presence in Dubai and enter the Saudi Arabian market by the fourth quarter of 2024.

Power League Gaming specializes in gaming and esports strategy, managing major esports events both online and offline, creating original gaming content, developing educational materials, and executing social media and influencer marketing campaigns. Since its inception in 2013, Power League Gaming has been instrumental in shaping the gaming landscape and integrating brands into this rapidly growing sector.

The gaming market in Saudi Arabia has experienced significant growth, with a 20.2% compound annual growth rate (CAGR) in gaming revenues from 2017 to 2023, and an estimated 23.5 million gamers, according to Newzoo. T

he Saudi government’s commitment to investing $38 billion in gaming through its subsidiary, Savvy Games, aims to establish the country as a global hub for gaming and esports by 2030.

In the MENA region, over 170 million people, or approximately 30% of the population, identify as gamers. Among them, 46% play games daily and an additional 29% play weekly, averaging 7.5 hours of gameplay per week.

Commenting on the acquisition Group CEO of Muller & Phipps Middle East Group Holdings, Trevor Price said: “As part of The Getz Group of companies, we are rooted in seeking out new business verticals that we see huge growth potential in. The gaming and esports category is becoming a staple part of bluechip consumer brand marketing strategies across the world, and the space for us to establish ourselves as the lead partner for strategy and content in MENA is wide open.

“With Power League Gaming we see market experts who have grown rapidly and who have the talent and drive to take the business and the category itself to the next level across our region. We are excited to launch into Saudi Arabia later this year and to offer local clients the latest and most commercially sound esports and gaming strategies in the field,” Price addded.

CEO of Power League Gaming, Matthew Pickering said: “The rise of gaming and esports in the region in recent years has been nothing short of astronomical. With covid playing a key role in attracting new users, these users are here to stay, and they are further fuelling growth through recommending gaming and esports content and experiences to their peers.

“Saudi Arabia’s firm commitment to become a global hub in the category by 2030 makes the opportunity even greater. We are delighted to be working with our new partners and owners Muller & Phipps to become a key player in their vision for the region,” Pickering noted.