Big news for the PLG lovers! MENA-based Technology distribution house, Muller & Phipps Middle East Group has acquired all assets of the region’s leading gaming and esports agency, Power League Gaming. The acquisition will see Muller & Phipps invest in the business to scale Dubai operations and expand into Saudi Arabia in Q4 of 2024.
The Power League Gaming’s core business verticals include gaming and esports strategy. PLG manages MENA’s largest on and offline esports activations, the creation of branded and owned IP gaming content. Besides entertainment, PLG creates educational content and hosts gaming events, social media marketing and influencer marketing.
PLG has been providing blue-chip clients with gaming and esports strategies and solutions since 2013. Going and growing through Saudi Arabia’s gaming market, PLG has become a thought leader in the category. As per the reports, about 30% of MENA’s population [+170 million] identify as gamers. Of this, 46% play daily and a further 29% play weekly with an average of 7.5 hours of gameplay per week. They are highly engaged when they interact with Power League Gaming’s platforms. PLG appeals to all age groups and nationalities and fosters a community of passionate players and spectators.
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 blue-chip 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.”
In response, the CEO of Power League Gaming, Matthew Pickering said that they are delighted to be working with their new partners and owners Muller & Phipps to become a key player in their vision for the region. He added that it is astronomical and promising to witness the rise of gaming and esports in the region in recent years. “Saudi Arabia’s firm commitment to become a global hub in the category by 2030 makes the opportunity even greater,” Pickering commented. Despite the acquisition, the management team led by CEO Matthew Pickering will stay on to lead the business.
