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The Games Market within the Media Market in MENA is experiencing moderate growth, influenced by factors like the rising smartphone penetration, increased internet accessibility, and a growing interest in esports among the youth demographic, which is enhancing engagement levels.

Customer preferences: Consumers in the MENA region are increasingly gravitating towards mobile gaming experiences that blend cultural narratives with innovative gameplay. This trend reflects a growing demand for localized content that resonates with regional values and storytelling traditions. Additionally, the rise of social gaming is fostering community engagement, as players seek interactive and collaborative experiences. The interest in gamified learning and skill development is also gaining traction, driven by younger audiences seeking both entertainment and personal growth through gaming platforms.

Trends in the market: In the MENA region, the Games Market is experiencing a surge in the popularity of mobile games that incorporate local themes and narratives, reflecting a deeper connection with regional culture. The demand for culturally relevant content is influencing developers to create games that resonate with players' identities. Furthermore, the growth of social gaming is enhancing community interaction, as users increasingly seek shared experiences. This trend towards gamified learning is also rising, appealing to younger demographics who desire both entertainment and opportunities for skill enhancement, shaping future content strategies for industry stakeholders.

Local special circumstances: In Turkey, the Games Market is flourishing due to a young, tech-savvy population and a vibrant gaming culture that embraces both local folklore and global trends. Saudi Arabia has seen rapid growth driven by government investment in entertainment and a push towards diversifying its economy, with an emphasis on creating culturally resonant content. In Iran, restrictions on foreign games have led to a unique domestic industry, fostering indigenous game development. Meanwhile, Egypt's burgeoning youth demographic is driving demand for mobile games, as developers tap into local stories to foster community engagement and cultural pride.

Underlying macroeconomic factors: The Games Market in the MENA region is significantly shaped by macroeconomic factors such as demographic trends, investment in technology, and regional economic policies. A young, growing population, particularly in Turkey and Egypt, drives demand for mobile and online gaming, while government initiatives in Saudi Arabia to diversify the economy and invest in entertainment infrastructure bolster market growth. Moreover, varying degrees of regulation in countries like Iran influence the domestic game development landscape, fostering local creativity. Global economic trends, including the rise of eSports and digital distribution channels, further enhance market dynamics across the region.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Games market, which is divided into Physically Sold Video Games and Digital Video Games. Physically Sold Video Games comprises revenues associated with in-person purchases of video games in retail stores. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer ÌÇÐÄÆƽâ°æ), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer ÌÇÐÄÆƽâ°æ data is reweighted for representativeness.