- “Our mission is to develop games tailored for our region, starting in Egypt and extending to the wider Middle East.”
- “The gaming revenue in Egypt and the MENA region has been on a steady rise, indicating the potential for exponential growth with the right push.”
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Pocket Gamer Connects Jordan is back on November 9th and 10th, 2024, offering valuable insights into the rapidly expanding games market of MENA.
As part of our coverage on MENA and leading up to the event, we had a conversation with Ziad Elgabaly, the CEO and founder of Tafra Games, discussing their upcoming action-adventure roguelike game, localization efforts, and strategies for catering to a global audience.
PocketGamer.biz: Can you share some insights on Tafra Games and your current projects?
Ziad Elgabaly: Tafra Games is an indie game studio based in Egypt, established in December 2020. Our focus is on the global mobile market, developing games internally and partnering with publishers for marketing. We rigorously test our games for market viability before launch.
Games that meet our standards go global, like Zombie Survivor! with Lion Studios, boasting over three million downloads. Currently, our focus is Dungeons of Souls, a grand action-adventure project.
How big is your team and what are your strategies for collaboration and talent recruitment?
We have an 11-member team, all based in Egypt. Local talent is a priority, fostering community engagement through gatherings and game jams.
How do you decide on game platforms, between Apple App Store and Google Play?
Games that pass validation go global, starting on Google Play and later expanding to iOS. Unsuccessful games remain on Google Play, while successful ones transition to iOS.
Regarding localization, how do you ensure culturally relevant experiences for players?
We aim to create region-specific games, with Egypt as a starting point. Authentic localization is key to integrating culture into gameplay, visuals, characters, and narrative.
What changes have you seen in consumer behavior outside the MENA region?
While our primary focus is MENA, our games have been well-received globally. The potential for the local market’s growth is immense, with trends suggesting significant opportunities ahead.
How do you tap into the African audience and why do you think this market is sometimes overlooked?
Understanding and meeting consumer needs are vital for entering new markets. The gaming potential in Africa is vast, yet untapped due to a lack of alignment with local preferences.
What are the current opportunities and challenges in the games industry in Egypt and MENA?
The rising game revenue signifies immense growth potential with the right push. Local studios have the power to trigger this acceleration by crafting games tailored for regional audiences.
“Once a local studio cracks the code, and pushes a game to the local market that is really meant to be consumed by our local consumers, things will change significantly.”
Ziad Elgabaly
Driving significant change requires releasing engaging, culturally relevant games that align with local entertainment preferences. This demands experience, market understanding, and sustainable funding.
How have you navigated funding challenges in the MENA gaming landscape?
“The dilemma will only be resolved if something abnormal happens. Either an investor would make a leap of faith or a studio would miraculously break through and produce a game that is a financial success.”
Ziad Elgabaly
Funding from outside MENA has supported Tafra, as local investors often lack game industry experience and set unrealistic expectations. A breakthrough success is needed to spur local investment.
What are your upcoming plans for 2024 and beyond?
While focusing on mobile games, we aim to expand to PC and console games in the future. Dungeon of Souls remains our priority for 2024, with plans to go global post-launch.
