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At the end of March, Riot Games, renowned for its esports titles like League of Legends and VALORANT, joined forces with Gamers Lounge to enhance the esports scene in the Middle East and Africa (MEA). This partnership underscores the region's burgeoning growth in gaming, with Riot Games aiming to deepen its engagement through localized content and community initiatives.
Gamers Lounge, a key player in the MEA esports landscape since its founding in 2014, has been appointed as Riot Games' creative arm in the region. This collaboration is set to further develop the gaming communities for League of Legends, VALORANT, and Wild Rift by tailoring experiences and content to the cultural and linguistic preferences of MEA audiences.
Hashem AlBorno, COO of Gamers Lounge, explained that the partnership will focus on creating culturally relevant content including posts, videos, and live events. The goal is to enhance community interaction and connection with the games, while also expanding the reach of Riot Games' titles in the region.
Gamers Lounge has a strong track record in the MEA esports ecosystem. Notably, it launched the Red Bull Proseed League of Legends tournament, which ran for four seasons, and has previously partnered with PUBG for content creation. The company has also produced MEA-focused esports documentaries and worked with Riot Games on the Intel Arabian Cup (IAC), which was the region’s official League of Legends event before the Arabian League.
AlBorno remarked on the evolution of the esports market in MEA, noting the transition from casual gaming groups to the establishment of professional esports teams. He highlighted the region’s growing recognition on the global esports stage and expressed excitement about the new opportunities the partnership with Riot Games will bring.
Riot Games’ expansion into the MEA region is part of a broader strategy that includes launching a Middle East League of Legends server, localizing the game in Arabic, and featuring its titles in the Esports World Cup in Saudi Arabia. This move is expected to push other developers to focus more on the MEA market, creating a competitive environment that benefits the region’s esports ecosystem.
AlBorno commented on the impact of Riot Games’ efforts: “Riot Games’ strategic roadmap has set a benchmark, encouraging other developers to invest in the MEA region. We’ve seen increased activity from publishers like Mobile Legends, Garena, and Bandai.”
For Gamers Lounge, the partnership with Riot Games represents a significant addition to its portfolio of high-profile projects. Alongside its previous collaborations with brands like Red Bull, Samsung, and Ubisoft, Gamers Lounge continues to be a prominent force in shaping the future of esports in the MEA region.