70% of MENA is Online, And Gaming

The days when entertainment meant gathering around a TV set are fading into memory. In a region where 70% of the population is online and smartphone penetration reaches a staggering 97% in markets like the UAE and Saudi Arabia, MENA has quietly evolved into a global powerhouse of digital innovation.

The region’s gaming market size was valued at USD 7.45 billion in 2023 and is expected to expand at a compound annual growth rate (CAGR) of 9.4% from 2024 to 2030.

A decade ago, entertainment in MENA was synonymous with television and cinema, offering limited opportunities for engagement. Now, a seismic shift has taken hold, placing gaming and livestreaming at the epicenter of its digital evolution. This isn’t just about playing games or watching streamers; it’s about a cultural metamorphosis, fueled by mobile-first experiences and real-time engagement.

Consider this: when was the last time you consumed content without the option to comment, share, or interact? For MENA’s younger generations, passive consumption is obsolete. They don’t just want to watch; they want to participate.

The Mobile Revolution: Entertainment in Every Pocket

The digital revolution in MENA is fundamentally mobile-driven. In markets like the UAE and Saudi Arabia, where smartphone penetration reaches an astonishing 97%, gaming has become a ubiquitous form of entertainment.

Unlike traditional console and PC gaming, which require significant investment, mobile gaming has democratized access, transforming smartphones into portals for immersive experiences. This accessibility has fostered a massive social movement, where real-time connection, competition, and content creation thrive. What truly sets mobile gaming apart in MENA is its natural integration into the region’s social tapestry. It doesn’t supplant face-to-face interactions; rather, it complements and strengthens them. Lifelong friendships, born on neighborhood football pitches, now extend into virtual battlegrounds, bridging the gaps created by busy lives and sprawling cities.

Games like PUBG Mobile, Free Fire, and Mobile Legends: Bang Bang have become cultural touchstones, driving a surge in regional tournaments, esports leagues, and content creators. Livestreaming platforms, in turn, serve as the vital link connecting gamers with their ever-expanding audiences.

Livestreaming: The New Social Hub for Gamers

The rise of livestreaming is redefining digital entertainment in MENA. It’s no longer just about consuming content; it’s about participating in real-time, interactive experiences. Platforms like Bigo Live have created a space where gamers aren’t just players—they’re performers, community leaders, and entrepreneurs. Features like live chat, virtual gifting, and audience-driven gameplay decisions have transformed gaming into an interactive spectacle.

While other platforms treat gaming as a solo endeavor, Bigo Live has built a genuine community where people matter more than pixels. When a regular streamer misses a day, viewers check in. When someone achieves a personal milestone, the whole chat celebrates. These aren’t just users – they’re communities in a digital neighborhood.

Livestreaming has also enabled content creators to monetize their passion. In a region where traditional job markets can be unpredictable, livestreaming offers a viable career path, allowing gamers to build audiences and earn a living through digital entertainment. The impact is especially significant in MENA, where a young population is eager to engage with content that speaks to their interests and cultural nuances.

Bigo Live’s impact in the region is best illustrated through the success of creators like Hussam, known as “Restart” (ID: 766558500). During the pandemic, Bigo Live became a crucial platform for him, enabling him to transition from casual gaming into a thriving career as a top gaming content creator.

Since then, he has secured over 50 regional partnerships with major publishers such as Moonton, Garena, and EWC, significantly expanding his brand and audience.

“What started as casual gaming sessions has turned into a full-fledged career,” says Hussam. “Through Bigo Live, I’ve not only gained financial independence but also built a thriving gaming community. The platform understands what MENA gamers need—a space that respects our cultural values while remaining engaging and interactive.”

Challenges and Opportunities: Navigating a New Digital Era

While the growth of gaming and livestreaming in MENA is promising, it’s not without challenges. Content localization, regulatory compliance, and internet infrastructure remain key considerations for platforms looking to expand in the region. However, these challenges present opportunities for innovation.

Bigo Live, for instance, has taken an active role in shaping MENA’s digital entertainment ecosystem. Through localized content initiatives, creator training programs, and strategic partnerships, the platform is not only enabling growth but also ensuring that the region’s unique cultural dynamics are respected and celebrated.

We’ve seen firsthand how thoughtful localization makes all the difference. It’s not just about translating buttons from English to Arabic – it’s understanding that humor, social norms, and even concepts of personal space differ throughout the region. When a platform genuinely respects these differences, users feel it immediately.

A prime example is our platform’s exclusive partnership with the Mobile Legends: Bang Bang (MLBB) M6 World Championship, marking the third consecutive year of collaboration. Such initiatives demonstrate a long-term commitment to fostering a thriving gaming and livestreaming ecosystem in MENA.

But this represents just one facet of a comprehensive regional strategy that includes participating in the eSports World Cup (EWC) which has drawn over 1 million attendees in Riyadh, and has created BIGO Open  Championship (BOC), a specialized gaming competition program featuring over 2,000 MENA-based gaming creators. The BOC, now in its sixth iteration, has become a cornerstone of the regional esports scene, attracting over 5,000 players and 1,000 teams across titles like Mobile Legends: Bang Bang and Free Fire. Beyond the competition, the BOC serves as a vital training ground for teams aiming for international qualifiers and, crucially, fosters deep connections between players. This multi-layered approach solidifies Bigo Live’s commitment to building a thriving and interconnected gaming community within the MENA region.

GCC’s Gaming & Livestreaming Future

The next phase of MENA’s gaming and livestreaming boom is set to be even more transformative. The rollout of 5G networks will provide smoother, high-speed gameplay and crystal-clear livestreaming quality, while the integration of virtual reality (VR) and augmented reality (AR) will push interactive entertainment into new dimensions.

Beyond the allure of cutting-edge technology, what truly excites me is the potential to deepen human connections. Imagine families, geographically distanced, sharing immersive gaming experiences that transcend mere video calls, feeling as if they’re in the same room. Picture age-old cultural traditions finding vibrant new expression through interactive entertainment, bridging generational divides. As gaming, e-commerce, AI, and social platforms intertwine, the industry’s impact will resonate far beyond entertainment. MENA is transitioning from a consumer to a creator, a global innovator charting the course for the future of digital connection.

With major players like Bigo Live leading the charge, MENA is poised to be the next frontier for gaming and livestreaming. We’re building for this future by focusing on what matters most – not just features, but feelings. Not just content, but connection. Not just users, but communities. Technology changes quickly, but human needs for belonging, recognition, and meaningful interaction remain constant. By keeping these needs at the center of everything we build, we’re creating something that transcends gaming or streaming – we’re creating digital spaces that feel like home.This article is attributed to Ian Goh, Director at BIGO Technology