YaLLa Esports announced it has formed partnerships with Zain Esports and Tokyo Games in a deal that will see YaLLa develop new opportunities for local gamers through its other partners, including Western Digital and Logitech. Another goal of these partnerships is to join forces in order to host large-scale events like major tournaments, live shows, and sponsorships.
It is the objective of these companies to further the presence of esports in the Middle-East and North Africa region (MENA), where esports, and especially esports betting, have grown greatly in popularity. Tokyo Games already plays a large role in the world of esports in the MENA region, as it is Saudi Arabia’s leading video game and entertainment software provider. Tokyo Games will sponsor YaLLa Esports teams within the UAE, and YaLLa’s merchandise will be available in all Tokyo Games stores.
The partnerships also focus on helping aspiring professional players, streamers, commentators, and others to find their way into the esports field in the MENA region. This part of the world currently accounts for one of the fastest-growing markets in terms of gaming revenue.
In particular, the MENA region reaches 15% of global esports revenue, second only to the Asia-Pacific area, which holds 55% of the world’s market revenue in the gaming field. The MENA region accounts for the highest number of players, however.
(All information was provided by GamingLyfe)
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