This article is part of PocketGamer.biz’s MENA Month, which highlights games companies and trends from the region. Learn more about the market at the Dubai GameExpo Summit powered by Pocket Gamer Connects on May 1st and 2nd.
As the MENA region gains significance in the global gaming landscape, we sat down with Nour Khrais, the CEO and founder of Maysalward, to discuss the company’s impact on the regional gaming industry. With over 20 years of experience and a prominent voice in the region, Khrais is optimistic about the untapped potential of the MENA market and the rising demand for locally-developed games. Maysalward, one of the largest publishers in Jordan, operates from both Jordan and the UK, with an office in Leamington Spa.
In our exclusive interview, Khrais provides insights into the evolution of the MENA gaming scene and sheds light on Maysalward’s current initiatives and future prospects.
PocketGamer.biz: Please introduce Maysalward and share what the company is currently working on.
Nour Khrais: Maysalward is a leading mobile game studio that has been shaping the games industry in the Middle East and beyond since 2003. Our mission is to create captivating and innovative games that resonate with players globally. Currently, we are focused on expanding our game portfolio, leveraging emerging technologies to deliver immersive gaming experiences.
Our recent releases, including Sheikh El Koba, Dominoes Pro, Bounty Hunter, and Puffout, have been well-received, and we are excited to continue this momentum. In addition to game development, we are committed to nurturing talent through initiatives like the App Challenge and partnerships with industry organizations to support future game creators and professionals.
Moreover, our dedication to social responsibility is evident in our participation in campaigns like #PlayApartTogether with the World Health Organization, where we promote public health and well-being through gaming.
With your prominent position in the Middle East gaming scene, how are you fostering collaboration and talent recruitment within the region?
As a key player in the Middle East gaming industry, we prioritize collaboration and talent recruitment by engaging with local developers, industry bodies, and educational institutions. We actively participate in events and workshops to form partnerships and share knowledge, while also providing internship opportunities and support to students interested in gaming.
Our goal of building a strong gaming ecosystem in the Middle East is anchored in fostering collaboration and recruiting local talent.
Nour Khrais, Maysalward
We engage with universities, promote diversity in our hiring practices, and encourage research and innovation to bolster the gaming community. Our commitment to building a sustainable gaming ecosystem drives our efforts in fostering collaboration and recruiting local talent.
How do you tailor your games to resonate with players in different regions like the Middle East, Asia, and Latin America to ensure a culturally relevant experience?
Our focus on emerging markets in the Middle East, Asia, and Latin America underscores our commitment to delivering culturally relevant gaming experiences globally. We adapt our games by researching cultural norms, preferences, and trends in each target market, collaborating with local experts and partners for insights.
We prioritize localisation efforts, such as translating text and adapting imagery to ensure our games align with players’ specific needs. By combining global best practices with locally relevant content, we enhance players’ gaming experiences while gaining valuable insights into market trends.
You have seen considerable growth and expansion, including establishing an office in Leamington Spa, UK. What opportunities and challenges did you face entering the European market?
Expanding into the European market, particularly in Leamington Spa, UK, presented opportunities to access a skilled talent pool and vibrant gaming ecosystem. Despite challenges like the Covid-19 pandemic and regulatory frameworks, we are regaining momentum and standing out in the European market by offering unique games with innovative features.
Accessing the UK’s skilled talent pool and vibrant gaming ecosystem in Leamington Spa was a significant opportunity.
Nour Khrais, Maysalward
To overcome obstacles, we focused on localisation and meeting regional standards, particularly in key markets like France, Germany, and the UK. Leveraging partnerships and distribution channels helped us navigate market expansion and drive growth.
What are the current opportunities and challenges facing the games industry in Jordan and the broader MENA region, and what do you envision for the region’s future?
The MENA gaming market, including Jordan, is experiencing rapid growth driven by factors like smartphone usage and rising disposable incomes. With a significant youth population and increasing smartphone penetration, the region presents a lucrative market for gaming content, valued at over $4 billion with strong growth projections.
The Middle East is witnessing significant investment in gaming, particularly in countries like Saudi Arabia, the UAE, and Jordan, reflecting the region’s potential for innovation. Jordan, in particular, plays a crucial role in nurturing local talent and fostering industry growth through various initiatives.
While challenges like limited internet infrastructure and regulatory complexities persist, the region’s cultural diversity fuels interest in localised content creation. With growing governmental support, increasing smartphone adoption, and a youthful population, the Middle East’s gaming industry holds immense potential for innovation and investment.
50% of Maysalward’s leadership positions are held by women. How do you promote gender equality and inclusion in the games industry?
At Maysalward, we are dedicated to promoting gender equality and inclusion within the games industry through partnerships and initiatives. As signatories of UN Women Empowerment principles, we advocate for women’s rights and empowerment. Initiatives like developing the game “We Rise” with UNWomen aim to engage youth in gender equality.
Our commitment to gender equality is further reflected in our internal practices, with 50% of leadership positions held by women. Through partnerships and game development efforts, we aim to create inclusive gaming experiences that champion gender equality and empower women.
What are your plans for 2024, and what initiatives can we expect from Maysalward in the coming year?
In 2024, Maysalward is poised for expansion and innovation, focusing on establishing a stronger presence in the Gulf region. We aim to grow operationally and enhance capacity-building initiatives in countries like Saudi Arabia and the UAE. Leveraging our expertise, we plan to penetrate these markets more deeply and solidify our position as a key player.
We will focus on operational growth and capacity-building initiatives, particularly in countries like Saudi Arabia, the UAE, and beyond.
Nour Khrais, Maysalward
Emphasizing product development, we strive to deliver exceptional gaming experiences that resonate with our audience. By strengthening our presence in Europe, we aim to diversify our portfolio and attract talent while contributing to the growth of the games industry in the Gulf region.
Our commitment to nurturing local talent and delivering engaging gaming experiences underscores our dedication to creating long-term value in the industry. We look forward to empowering game developers and enthusiasts, driving positive change, and leaving a lasting impact on the gaming ecosystem.
