- Mad Hook is an independent game studio founded in Amman, Jordan in 2018
- We specialize in creating localised games with global appeal and exploring the shift towards complex mechanics in the mobile gaming experience
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Pocket Gamer Connects Jordan returns on November 9th and 10th, 2024, providing insights into the MENA region, the world’s fastest-growing games market.
As part of our MENA coverage and in anticipation of the event, we spoke with Hazim Al-Hanbali, CEO and co-founder of Mad Hook Games, about their approach to creating engaging localised games and the evolving landscape of mobile gaming.
PocketGamer.biz: Tell us a bit about Mad Hook and your current projects
Hazim Al-Hanbali: Mad Hook, established in 2018 in Amman, Jordan, focuses on developing casual and midcore games for various platforms such as mobile, PlayStation, and PC. With a portfolio of over 80 million downloads, we have published more than 20 mobile games and two games on PlayStation, with ongoing projects for a new PlayStation title and two mobile games.
How many staff do you currently employ and where are they based?
Our team consists of 28 employees based in Amman, Jordan.
What are your efforts in fostering collaboration and recruiting local talents?
As a leading studio in the MENA region, we invest in local talent and run training programs for university students to potentially join our team in the future.
“The biggest challenge is to create a localised experience that can capture the culture and yet keep the game design intact.”
Hazim Al-Hanbali
How do you decide which platform to target for new games and what platforms are you focusing on?
We identify market gaps and harness our understanding of the MENA region to create games that cater to specific platform needs for maximum impact.
What challenges have you faced in localisation and ensuring a culturally relevant gaming experience?
Creating a localised game that respects cultural nuances while maintaining universal appeal poses a significant challenge. Global appeal is essential in today’s interconnected gaming landscape.
How have you observed changes in the games industry and consumer behavior in the MENA region?
The mobile gaming sector is evolving towards intricate mechanics, emphasizing cross-platform gameplay. With advancing mobile hardware, the potential for console-quality games on mobile is expanding, evident in the acceptance of complex gaming experiences among players.
What are the current opportunities and challenges in the Jordanian and MENA gaming industry?
The demand for localised games presents a valuable opportunity for developers, yet sourcing skilled talent remains a challenge in an industry still in its infancy.
“We already use AI to create some generative concept Art and we use it where we see it fit, but we don’t prioritise it.”
Hazim Al-Hanbali
How do you view emerging technologies like AI and VR in gaming, and do you plan to integrate AI into your development process?
AI serves as a facilitating tool in expediting processes and enhancing interactive elements within games. While AI aids in various aspects of art creation, we selectively employ it to enrich player experiences and characters. AR and VR platforms offer distinct gaming encounters, albeit with unique challenges.
Regarding funding and support for MENA gaming studios, how has your journey been navigating the funding landscape?
Mad Hook is self-funded, but we have attracted interest from potential investors. The MENA region provides supportive frameworks for game developers through accelerator programs; however, sustained industry growth necessitates additional resources and backing.
What plans do you have for 2024 and beyond, and any upcoming projects we should anticipate?
Our focus for the upcoming year revolves around expanding our game portfolio, exploring new platforms, and launching innovative projects.
