AD Gaming, SAWA Group to develop Abu Dhabi’s gaming ecosystem

Abu Dhabi’s AD Gaming has signed a partnership agreement with SAWA Group, a game publishing and esports company.

SAWA Group, which specialises in the localisation of global video games, largely developed in China, and esports content, aims to make its established game library more accessible to Arabic speakers across the MENA region.

The agreement will see the companies facilitate the international expansion of Chinese gaming and esports companies via Abu Dhabi and provide the local industry with access to reach new audiences, reported the Abu Dhabi Media Office.

SAWA Group will also gain from joining the largest cluster of gaming companies in the region, with opportunities to work alongside the expanding AD Gaming community on new and exciting projects.

AD Gaming to leverage the partnership

Sultan Al Riyami, head of Gaming & Esports at AD Gaming, said: “Demand for high-quality gaming content across the Arabic-speaking world has never been higher. The opportunity to tap into this market from Abu Dhabi is substantial, and SAWA’s expertise in the localisation of gaming esports content addresses this head-on.

“Since its inception, AD Gaming has succeeded in building an ecosystem that supports all segments of the gaming and esports sector. Bringing SAWA into the fold both diversifies and expands our community as we continue to advance Abu Dhabi’s gaming industry.”

Collaboration is the name of the game and we’re leveling up our latest partner, SAWA Group!

As pioneers in localising global video games and esports content, SAWA Group brings an exciting new dimension to our established gaming community. pic.twitter.com/yQT2CE7VZy

— AD Gaming (@abudhabi_gaming) February 21, 2023

Jing Wang, CEO of SAWA Group, said: “Aligned with AD Gaming, SAWA Group is dedicated to enhancing the gaming and esports ecosystem in the UAE, creating more opportunities for the country’s passionate gamers to experience global content in their native language. By supporting its thriving community, we are confident that Abu Dhabi will become a premier global destination for gaming and esports.

“Through the collaboration and partnership with AD Gaming, SAWA Group hopes to balance game publishing and esport exposure to make Abu Dhabi and the wider UAE one of the world’s top centres for the gaming industry.”

In recent news, AD Gaming signed a partnership agreement with tech firm, Attarius Network, to encourage blockchain gaming in the emirate.

Read: AD Gaming partners with Attarius Network to underpin Abu Dhabi’s gaming sector

Both entities will help game developers tokenise in-game assets, allowing gamers to generate revenue through trading in-game NFTs.

The crypto and blockchain firm, Attarius, aims to build an all-in-one NFT ecosystem for the gaming industry and digital artists, Abu Dhabi Media Office reported.  The agreement will add value for both gaming businesses and gamers across the world from Abu Dhabi by integrating blockchain platforms, digital assets, and non-fungible tokens (NFTs) into the gaming industry.

In other news, in December 2022, Dubai’s DMCC announced the launch of the DMCC Gaming Centre in support of the increasingly growing global and regional video games industry. Launched during the Dubai Esports Festival, the gaming centre formalises DMCC’s efforts in the gaming and esports space.

Read: DMCC announces launch of its gaming centre

DMCC is currently home to over 50 gaming companies, from game developers and producers to esports teams and tournament organisers.

The DMCC Gaming Centre will be based in DMCC’s free zone, provides access to a community of gaming industry peers to unlock new opportunities for collaboration. Gaming companies looking to expand their global reach and connect with audiences across the world will also benefit from DMCC’s fully digital setup process, infrastructure and commitment to increasing the ease of doing business.