A look at how Sandsoft explores novel technology to engage consumers

A look at how Sandsoft explores novel technology to engage consumers

The gaming industry is a major player in the entertainment and cultural industries. In fact, it’s larger than the movie and music industries combined. The Middle East and North Africa (MENA) region is one of the fastest growing both in terms of revenue and in players. Video games is a unique industry which blends art and science, humanities and technology, intuition and data. Although there’s been substantial progress in localising and culturalising games in the MENA region, there’s still work to do in making players from the region feel represented and in telling stories from this part of the world that have global appeal. Saudi Vision 2030 is a driving force for change in the Middle East, representing a tremendous opportunity to build a more sustainable economy in future. The National Gaming and Esports Strategy provides a more comprehensive plan on how esports can contribute to the change and growth of Saudi Arabia and the wider Middle East. As shared by Prince Faisal bin Bandar bin Sultan, president of the Saudi Esports Federation, the National Gaming and Esports Strategy will contribute 1 per cent of GDP by 2030. In addition to this, the expectation is to create 39,000 jobs in