Our focus is undoubtedly on the Middle East market where we have unique advantages

• “The UAE and the wider MENA region present vast opportunities for the games industry”
• “The Arabic language is underrepresented in global online social networking and gaming applications”

Stay Informed

Pocket Gamer Connects Jordan returns on November 9th and 10th, 2024, offering you a chance to gain insights into the world’s fastest-growing games market, MENA.

As part of our MENA coverage and run-up to the event, we caught up with Yalla Group president Saifi Ismail who spoke to us about the company’s deep understanding of the MENA region, building local communities and creating products that resonate with users to grow the MENA games industry.

PocketGamer.biz: Tell us more about Yalla Group and what you’re up to right now.

Saifi Ismail: Yalla Group is the largest online social networking and gaming company in the MENA region. We operate two flagship mobile applications, Yalla, a voice-centric group chat platform, and Yalla Ludo, a casual gaming application featuring online versions of board games that are popular in MENA with in-game voice chat and localised Majlis functionality.

Building on the success of Yalla and Yalla Ludo, we continue to add engaging new content, creating a regionally focused integrated ecosystem dedicated to fulfilling MENA users’ evolving online social networking and gaming needs. 

The growing Yalla ecosystem includes YallaChat, an IM product tailored for Arabic users, WeMuslim, a product that supports Arabic users in observing their customs, and casual games such as Yalla Baloot and 101 Okey Yalla, developed to sustain vibrant local games communities in MENA.

Right now, we are focusing on delivering a seamless experience that fosters a sense of loyalty and belonging, establishing highly devoted and engaged user communities through close attention to detail and localised appeal that profoundly resonates with users.

How many staff do you currently employ and what are you doing to recruit local talent?

We currently employ a diverse team of around 800 people across various offices. Our headquarter is in Dubai Internet City, including operation, marketing and PR departments. To leverage the technology and talents in China, we locate our R&D centre in China. To recruit local talent, we have partnered with local educational institutions and launched various internship programs, offering a platform for young professionals to grow within our organisation. 

For example, in collaboration with Mohamed bin Zayed University of Artificial Intelligence (MBZUAI), we have launched a trailblazing program to cultivate new AI talent. As the first graduate-level, research-based AI university in the world, MBZUAI works to enable the advancement of graduate students, businesses, and governments in artificial intelligence in an Arabic environment.

How do you prioritise resources between developing mobile games and other projects such as your social networking platforms?

We prioritise based on strategic importance and market demand. Our flagship applications Yalla and Yalla Ludo have a strong user base, so we continue to devote our resources in them to maintain and grow our leadership position.

Simultaneously, we are exploring new opportunities in mobile games and other social networking platforms such as our new comprehensive tool application WeMuslim, allocating resources to ensure we remain competitive and innovative in the internet industry of the MENA region.

Your games are localised for the Arabic market. Have you faced any challenges in the localisation process? If so, how did you overcome them?

The Arabic language is underrepresented in global online social networking and gaming applications. According to Frost & Sullivan, only 28% of the top 50 mobile games offer Arabic versions, and merely 65% of the top 20 mobile social networking platforms support Arabic. However, language is just the beginning of localisation efforts. The true challenge lies in not only addressing the linguistic needs of Arabic speakers but also ensuring that the gaming content resonates deeply with the cultural context of the MENA region. 

It’s essential that the storyline, characters, and overall gaming experience are in harmony with Arabic culture and history. To tackle these challenges, we’ve leveraged our deep local insights and capabilities by building a strong local operations team. This team has an intimate understanding of the culture and is instrumental in making informed decisions about content adaptation. They work closely with our R&D and design teams to ensure that every aspect of the game—from the user interface to in-game events—feels authentic and engaging for our users. 

Moreover, we place a high priority on user feedback, using it to drive continuous improvements. This iterative process has been crucial in refining our localisation approach. Our commitment to precise localisation has been a key factor in our success in the MENA region. By paying close attention to the needs and preferences of our users, we’ve not only overcome the challenges of localisation but also created experiences that resonate deeply with the Arabic-speaking community.

Yalla Ludo is one of the biggest games to come out of the Middle East. Why do you think it’s been able to break out and how did you scale it for both local and global audiences?

Yalla Ludo’s success is due to our deep understanding of the local market and our ability to create a product that resonates with users. We focused on delivering a user-friendly, culturally relevant game that also incorporated social elements, which are highly valued in the MENA region. For example, Yalla Ludo was the first Ludo application that added in-game voice-chatting and chatroom functionalities in the industry, which enabled us to establish a highly engaged online user community. 

Scaling it for global audiences involved localising the game for different markets, adapting the gameplay to suit various cultural preferences, and engaging in targeted marketing campaigns. For instance, we explored outside of MENA with Yalla Parchis, a Ludo game designed for the South American markets.

How does Yalla Group balance the need to cater to its core MENA user base while also expanding into new markets like South America? 

As always, we will remain dedicated to the Middle East market while also keeping an eye on opportunities in other markets. For our MENA user base, we continue to refine our products to meet their evolving needs while ensuring we stay true to the cultural aspects that have made our platforms successful. 

Yalla Parchis is one of our attempts to explore the oversea markets. Going forward, if we see that new products have popularisation potential not only in MENA but also in other markets, we may consider conducting global promotions. However, our focus is undoubtedly on the Middle East market where we have unique advantages and can continue to leverage our core capabilities to unlock our growth potential.

Tell us about your partnership with Huawei’s AppGallery for the Yalla Ludo Competition. Are you taking steps to foster a competitive gaming culture that could potentially lead to esports?

Our partnership with HUAWEI AppGallery for the Yalla Ludo competitions has been a resounding success, demonstrating the power of collaboration in fostering a competitive gaming culture. With over 150,000 registered participants for our tournaments in Riyadh and Baghdad, we have seen incredible enthusiasm from the gaming community. 

The involvement of the UAE Esports Federation in our Abu Dhabi Ludo Tournament further underscores the local government’s support, solidifying our role in shaping the future of esports in the Middle East. These events, including the Burj Khalifa light show celebrating our partnership, highlight our shared vision of elevating mobile gaming to new heights. We remain committed to providing platforms for young talents to display their skills, paving the way for a thriving esports ecosystem in the region.

What changes have you observed in the local games industry and consumer behaviour towards games? And how have your games been received internationally outside the MENA region?

The MENA region has witnessed significant growth in the games industry driven by increased digital adoption and a young, tech-savvy population. Consumers are increasingly engaging with mobile and online games, with a noticeable shift towards more social and interactive experiences.

Our flagship games, Yalla and Yalla Ludo, have capitalised on this trend by integrating features like in-game voice chat, enhancing social interaction among users. Internationally, our games have been well-received, particularly in regions like South America, where Parchis has gained popularity. This success underscores our ability to adapt our products to diverse cultural preferences while maintaining our core user-centric philosophy.

What do you see as the current opportunities and challenges facing the games industry in the UAE and the wider MENA region?

The UAE and the wider MENA region present vast opportunities for the games industry, backed by significant market growth and strong government initiatives. The MENA games market is expected to reach $6 billion by 2026, driven by a young, digitally engaged population​. 

For instance, Dubai Future Foundation launched Dubai Gaming Program 2033, which seeks to create 30,000 new jobs and boost Dubai’s GDP by approximately $1 billion by 2033, reflecting the city’s ambition to become a global gaming hub. Saudi Arabia’s National Esports Strategy is equally ambitious, targeting 39,000 jobs and a GDP contribution of $13.3 billion by 2030. The recent 2024 Esports World Cup in Riyadh further underscored this potential, attracting global attention and showcasing the region’s capabilities in hosting major gaming events. 

However, these opportunities come with challenges, such as the need for improved infrastructure and continued investment in talent development to sustain growth. Nonetheless, the combination of market potential and government support makes the MENA region one of the most promising areas for gaming and esports development.

What are your thoughts on emerging technologies such as AI, AR and VR in games? And do you have plans to incorporate AI into your game development process?

Emerging technologies are revolutionising the games industry by offering more immersive and personalised experiences. At Yalla, we are particularly excited about the potential of AI. We have already begun incorporating AI into our game development process, especially in areas like UI design, where it has significantly enhanced our team’s productivity and creativity. AI allows us to iterate faster and develop more engaging features, ultimately improving the user experience. While AR and VR offer exciting possibilities, our current focus remains on leveraging AI to drive innovation and efficiency in our games.

What are your plans for the rest of 2024 and the coming year? Will you be exploring new platforms? And are there any specific initiatives or projects on the horizon that we should look forward to?

For the remainder of 2024 and into 2025 we plan to continue expanding our presence in the MENA region while exploring new markets and platforms. We are particularly focused on developing mid-core games with three self-developed games currently in the pipeline set to debut in 2025. Additionally, we are actively exploring collaborations with potential partners to expand our reach and enhance our offerings.

Our offline tournaments and partnerships, such as those with HUAWEI AppGallery and local esports federations, will continue to play a key role in our strategy to engage users and grow our community. Looking ahead, you can expect more innovative products and initiatives that align with our vision of becoming the leading online social networking and entertainment platform in MENA.