ITP Media Group has entered the fast-growing $140bn global gaming market with the launch of its latest division, ITP Gaming.
The new company – with 16 dedicated staff working in Dubai, Riyadh, Mumbai, London and New York – will focus on managing large scale gaming events, representing gaming publishers and influencers, and creating new multi-language games.
Ali Akawi, CEO of ITP Media Group, said: “The launch of ITP Gaming is one of the most exciting new ventures the group has undertaken in the last 20 years. As with the launch of our influencer marketing agency ITP Live two years ago, our mission is to dominate the regional market and establish a strong international footprint. We will bring the biggest gaming tournaments in the world to the largest possible Arabic audience, bringing players and publishers together.”
There were over 2.3 billion gamers worldwide in 2018, spending $137.9bn on gaming, according to the Global Games Market Report. Mobile gaming remains the largest sector, accounting for $70.3bn of revenues and growing at 25 per cent a year.
Akawi added: “Given the region’s high smartphone penetration rates and high speed telecom infrastructure, we anticipate that the mobile gaming market alone in this region could be worth $3bn by 2020. That makes this one of the most dynamic and fastest growing sectors to enter. With a reach of over 50 million through the 100 brands already under the ITP Media Group umbrella, we already have instant access to millions of gamers right across the Middle East.”
ITP Media Group first entered the gaming market in early 2018 when ITP Live ran influencer campaigns for brands including Spiderman, PlayLink, Fortnite, with more than 42 regional gaming influencers. In June 2018 it organized the Dubai Summer Surprises Gaming Challenge with PlayStation Middle East and renowned YouTuber, KSI. Then in November, ITP Live partnered with Epic Games to officially launch Fortnite Season 6 in the Middle East with international gamer Ali-A and a host of regional gaming superstars.
In the coming weeks, a string of new initiatives will be announced, including partnerships with the biggest names in regional and international content creation, and the establishment of the first ever Arab Gaming League.
ITP Gaming will be showcasing its plans at the Digital Gaming Conference, taking place on 5-6 March at Riverland, Dubai Parks & Resorts.