Power League Gaming, a UAE-based gaming and esports agency, was purchased by Muller & Phipps Middle East Group, a MENA-based technology distribution business, for an unknown sum.
Muller & Phipps will invest in the company as a result of the acquisition in order to grow its activities in Dubai and expand into Saudi Arabia in the fourth quarter of 2024. The management team will continue to lead the business while Muller & Phipps Middle East Group Holdings, which was established in Dubai in 2017, will acquire all of the company’s assets.
Established in 2013 by John Lacey, Power League Gaming offers a comprehensive solution for publishers aiming to engage audiences through omni-channel ecosystem growth, content creation, or esports events, as well as companies wishing to break into the gaming industry.
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Muller & Phipps Middle East Group, a technology distribution company in MENA, bought Power League Gaming’s assets. Muller & Phipps Middle East Group Holdings, part of The Getz Group of Companies, provides omnichannel distribution solutions for tech partners and network carriers, Hi-Tech and MedTech technology solutions through Pedigri Technologies, and international sales and marketing through Getz Technology.
The deal will allow Muller & Phipps to expand in Dubai and Saudi Arabia in Q4 2024.
Power League Gaming specialises in gaming and esports strategy, managing MENA’s largest on and offline esports activations, creating branded and owned IP gaming content, educational content, gaming events, social media marketing, and influencer marketing. Power League Gaming has offered blue chip clients with gaming and esports strategies and solutions since 2013.
It is a thought leader in the area, helping companies position themselves in this quickly rising space. Saudi Arabia’s gaming market has grown rapidly with a 20.2% CAGR from 2017 to 2023 and 23.5M gamers. To accelerate growth, the Kingdom’s Public Investment Fund announced a $38B investment in gaming through its subsidiary Savvy Games to become the world’s premier gaming and esports hub by 2030.
Commenting on the acquisition, Group CEO of Muller & Phipps Middle East Group Holdings, Trevor Price said: “As part of The Getz Group of companies, we are rooted in seeking out new business verticals that we see huge growth potential in. The gaming and esports category is becoming a staple part of bluechip consumer brand marketing strategies across the world, and the space for us to establish ourselves as the lead partner for strategy and content in MENA is wide open. With Power League Gaming we see market experts who have grown rapidly and who have the talent and drive to take the business and the category itself to the next level across our region. We are excited to launch into Saudi Arabia later this year and to offer local clients the latest and most commercially sound esports and gaming strategies in the field.”
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This group averages 7.5 hours of gaming every week, with 46% playing daily and 29% weekly. Power League Gaming’s platforms engage them, and businesses with customised messaging resonate with them. All ages and ethnicities are drawn to the category, which attracts dedicated players and fans looking for new content.
CEO of Power League Gaming, Matthew Pickering said: “The rise of gaming and esports in the region in recent years has been nothing short of astronomical. With covid playing a key role in attracting new users, these users are here to stay, and they are further fuelling growth through recommending gaming and esports content and experiences to their peers. Saudi Arabia’s firm commitment to become a global hub in the category by 2030 makes the opportunity even greater. We are delighted to be working with our new partners and owners Muller & Phipps to become a key player in their vision for the region.”
About Muller & Phipps Middle East
Muller & Phipps Middle East Group, established in 2017, is the number one telecom distributor in the UAE. They deliver comprehensive solutions across key distribution channels, including independent retail, wholesale, key retail, ecommerce, carrier, B2B, and regional export via Getz Technology, one of its group companies.
About Power League Gaming
Power League Gaming has led the way in MENA’s gaming industry, forming ground-breaking alliances and key projects.
