Iyad Alsabouni on developing deeper experiences and more meaningful connections with players

After a successful event in 2024, which welcomed over 1,300 attendees, the Dubai GameExpo Summit powered by Pocket Gamer Connects took place on May 7th to 8th 2025.

Once again, the PGC team partnered with the Dubai Economy & Tourism department (DET) to bring the global games industry an unmissable two-day conference experience in the glorious city of Dubai, part of the fastest-growing region of the entire international games industry

The summit featured more than 70 renowned global games industry speakers, delivering insightful talks, panels and seminars across a number of themed tracks.

One of the highlights of the programme was Iyad Alsabouni, the Program Coordinator, Bachelor of Science in Game Design and Development, and Assistant Professor of Visual Communication (Foundations/Game Design) of the American University in Dubai.

Alsabouni oversees the Game Design and Development program, managing curriculum and operations. As an Assistant Professor, he teaches foundational courses in visual communication and game design, while also supporting student learning and creative development.

The Pocketgamer team spoke to Alsabouni to find out more about his session at the GameExpo Summit and his experience in the rapidly-evolving games sector.

What are you speaking about at the Dubai Game Expo Summit?

I spoke about:

1. how emerging technologies and how they are transforming game development. My focus was on how these tools enhance creativity and efficiency in game art.

2. Aligning academic training with industry needs to prepare students for the future.

3. The role of strong visual storytelling and design foundations in building immersive and engaging game experiences.

What’s the most common mistake you see being made in the games sector?

Probably overemphasising visual spectacle or complex mechanics without grounding them in coherent gameplay or meaningful player experience. Developers sometimes neglect user experience and emotional engagement, which are critical to creating games that resonate with players.

If you could give other mobile games companies one piece of advice, what would it be?

Focus on depth. Too often, mobile games are built around monetisation loops and engagement metrics, but they overlook the value of meaningful player experiences. My advice would be to invest in user-centred design. Games that connect with players on an emotional and aesthetic level build lasting communities.

Where are the next big opportunities in the mobile games market?

There’s immense potential in using AI to tailor game narratives, difficulty levels, and aesthetics to individual players in real time. Another key area is the rise of cross-platform ecosystems, designing games that move fluidly between mobile, PC, and console, creating more seamless and engaging player journeys.

What’s the most important key performance indicator (KPI) for you – and why?

The most important KPI is player engagement quality, not just quantity. Metrics like session length or retention rates matter, but they don’t tell the full story. If a game encourages curiosity, emotional connection, and sustained creativity, it signals that the developer is doing something fundamentally right.

What is your biggest aspiration/goal in mobile gaming? 

To elevate games in general as a medium for meaningful artistic and cultural expression, not just as entertainment products, but as immersive experiences that reflect diverse narratives.

What company do you most admire in the mobile games world?

I admire Ustwo the company behind Monument Valley for its brave and masterful integration of visual design, narrative subtlety, and storytelling. The game is an example of how minimalist aesthetics can evoke emotional depth and player curiosity.

What do you think the next big disruptor in mobile games will be?

Probably the real-time integration of generative AI to create adaptive, player-driven content. This means games that can evolve dynamically based on user behaviour, emotional response.

What is the single biggest challenge facing the mobile games industry today?

Balancing commercial pressure with creative integrity. The mobile games industry is heavily driven by monetisation models, ads, in-app purchases, and engagement metrics that often lead to formulaic design and shallow gameplay loops.

What’s your favourite ever mobile game?

My favourite ones happen to be ports from consoles.

What game from another company do you wish you had worked on?

Sifu

What game do you think offers something new and exciting that hasn’t yet hit the mainstream?

There was a game called Brutes.io that had a very short life for some unknown reason, and I think it had a lot of potential.

What game has been on your phone the longest?

Clash Royale, but not anymore because of the constant tinkering from the developers and the aggressive microtransaction mechanics.

The mobile space evolves at a much faster pace than console and PC gaming, but is there a console or PC trend that you think has potential within the mobile space?

Cross-play