AD Gaming and SAWA Group collaborate to develop Abu Dhabi esports ecosystem

AD Gaming and SAWA Group Group Photo
Image crdit: AD Gaming, SAWA Group

Abu Dhabi government-led gaming initiative AD Gaming and game publisher SAWA Group have announced a partnership aimed at developing Abu Dhabi’s esports and gaming industries.

As a result of the deal, the two parties will join forces on a range of projects that includes the expansion of Chinese esports and gaming companies into the Emirate.

In addition to assisting the expansion of Chinese companies, the deal will see SAWA Group — which focuses on localisation of video games — relocate to Abu Dhabi with the intention of providing its expertise to encourage growth in the region.

Launched in March 2021, AD Gaming says it aims to create an environment for gaming and esports industries alongside hosting numerous esports events. Tournament organiser BLAST Premier joined forces with the initiative to bring the BLAST Premier World Final to Abu Dhabi in December 2022.

Alongside supporting the growth of gaming and esports in Abu Dhabi, AD Gaming owns the Nigma Galaxy organisation. In December 2022, the organisation partnered with real estate development company Aldar, through which it will create an esports training facility for Nigma Galaxy players inside the Yas Mall.

Most recently, SAWA Group published its strategy game Infinity Kingdom in Arabic alongside securing TV channel partnerships with Saudi media conglomerate MBC Group.

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Sultan Al Riyami, Head of Gaming and Esports at AD Gaming, spoke on the deal: “Demand for high-quality gaming content across the Arabic-speaking world has never been higher. The opportunity to tap into this market from Abu Dhabi is substantial, and SAWA’s expertise in the localisation of gaming esports content addresses this head-on.

“Since its inception, AD Gaming has succeeded in building an ecosystem that supports all segments of the gaming and esports sector. Bringing SAWA into the fold both diversifies and expands our community as we continue to advance Abu Dhabi’s gaming industry.”

Jonno Nicholson
Jonno is a Freelance News Writer for Esports Insider and has been part of the ESI team since 2019! His interests include the rapid rise of sim racing and its impact on the wider industry.