Power League Gaming, the premier gaming and esports agency in the region, has sold all of its assets to Muller & Phipps Middle East Group, a technology distribution house with headquarters in the Middle East. As a subsidiary of the global conglomerate Getz Group of Companies, Muller & Phipps Middle East Group Holdings provides its clients with a range of services including omnichannel distribution solutions for network carriers and tech partners, Hi-Tech and MedTech technology solutions through its group company Pedigri Technologies, and global sales and marketing through Getz Technology. As a result of the acquisition, Muller & Phipps will invest in the company to grow its operations in Dubai and expand into Saudi Arabia in the fourth quarter of 2024.
Gaming and esports strategy, managing the biggest on-and offline esports activations in MENA, producing branded and owned IP gaming content, producing educational content, organizing gaming events, social media marketing, and influencer marketing are Power League Gaming’s main business verticals. Power League Gaming is a thought leader in the industry, helping to shape how brands will position themselves at the center of this quickly expanding space. The company has been offering these gaming and esports strategies and solutions to blue chip clients since 2013. The gaming market in Saudi Arabia has grown rapidly in the last several years, with an estimated 23.5 million players according to Newzoo research and a 20.2% CAGR in gaming revenues from 2017 to 2023.
With the goal of becoming the premier global hub for gaming and esports by 2030, the Kingdom’s Public Investment Fund announced a $38 billion investment in the gaming industry through its subsidiary Savvy Games.
Of the MENA region’s population, 170 million people, or 30% identify as gamers. Of this group, 29% play games weekly, averaging 7.5 hours of gameplay per week, and 46% play games daily. When they use Power League Gaming’s platforms, they are very engaged, and they are open to brands that approach them with messages that are pertinent and focused. This genre appeals to people of all ages and ethnicities, uniting a devoted audience of viewers and players who are always looking for fresh material.
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.”
