- “The industry is still young and relatively small, lacking established ecosystems and support systems found in more mature markets.”
- “We’ve been exploring generative AI and evaluating the tools as they become available.”
Pocket Gamer Connects Jordan returns on November 9th and 10th, 2024, offering insights into the world’s fastest-growing games market in MENA. Leading up to the event, we had a discussion with Abdallah Elshabrawy, the founder of FitNot Games, to delve into the potential of the African market and the overlooked opportunities in the region.
Abdallah also shared insights on the funding landscape in Egypt, their latest story-driven game, and the future prospects of integrating AI into game development.
PocketGamer.biz: Tell us about FitNot Games and what you’re currently working on?
Abdallah Elshabrawy: FitNot is an indie game studio founded in 2019. We have achieved significant milestones, including winning the African App Launchpad Cup (AALC) in 2020 and securing a publishing deal with MBC Group for three games.
How many employees do you have and where are they based?
I started as a solo developer and now have a team of 10 talented individuals based in Egypt.
As a key player in Egypt and MENA, how do you promote collaboration and recruit local talent?
We actively support our local community through mentorship, internships, and hiring local junior talent to foster industry growth.
“We have a profound connection to its culture, which gives us valuable insights into what resonates with our audience.”
Abdallah Elshabrawy
What are the current opportunities and challenges for the games industry in Egypt and the wider MENA region?
The region has a growing talent pool and affordable living costs but lacks established ecosystems found in more mature markets.
“There are several venture capitalists, angel investors, and publishers in the region. However, their numbers are insufficient to drive the industry to its full potential.”
Abdallah Elshabrawy
How do you navigate the funding landscape for gaming studios in MENA?
While there are investors in the region, more support is needed, especially in the early stages and for non-mobile platforms.
How do you tap into the vast mobile audience in Africa and why do you think some overlook this market?
Cultural relevance and creating games that resonate with the audience are key. A success story is needed to showcase the potential of the market.
What are your thoughts on emerging technologies like AI, AR, and VR in gaming?
“I really believe [AI] will be a part of the future of game development, not as a replacement but as an assistant to help streamline the production process.”
Abdallah Elshabrawy
AI, AR, and VR have potential, but low adoption rates hold them back. FitNot Games is exploring generative AI to enhance game development processes.
What are your upcoming plans for 2024 and beyond?
We are working on our new PC game, ALI, set in Egyptian folklore. Our focus is on creating culturally relevant games that connect with players.
