Awareness remains one of the biggest challenges in the MENA region

• “There are unique challenges but the region has been incredibly supportive particularly as the games industry continues to grow”
• “Resources and networking opportunities are available if you know where to look”

Stay Informed

Pocket Gamer Connects Jordan returns on November 9th and 10th, 2024, offering 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 Classy Games Studios founder Jamie McClenaghan to discuss the team’s upcoming game, MENA challenges, leveraging AI in games and plans for the future.

PocketGamer.biz: Tell us a bit about Classy Games Studios and what you’re up to right now.

Jamie McClenaghan: Classy Games Studios was born during the pandemic with a mission to create games that offer an escape. What started as an idea has evolved into a fully-fledged independent game studio based in the UAE. We pride ourselves on building “classy” games – engaging experiences that are both innovative and refined -while supporting the broader game development community in the region.

Our latest project is Silly Suspects, a first-person detective role-playing game with a quirky twist on the classic murder mystery genre. It’s a unique blend of mystery, comedy, and chaos, which keeps players on their toes while they solve comical crimes. We’re excited to bring something fresh to the gaming landscape while maintaining our goal of high-quality game design.

How many staff do you employ and what are you doing to foster collaboration and recruit local talents?

Currently, we have a team of seven people, all based in the UAE. We operate as a remote-first team, which gives us the flexibility to work from anywhere while still ensuring that we collaborate effectively. To foster a sense of team spirit and creativity, we regularly organise in-person and online events like game nights and networking sessions, allowing us to bond as a team and with other industry professionals.

As for recruitment, my background in secondary education has opened up pathways to collaborate with local universities, where we offer students the opportunity to gain practical experience through internships. This hands-on approach benefits the students and our studio by fostering the local talent pool. We’ve already had around 10 interns and apprentices work with us.

With the gaming industry in the UAE still in its early stages, we aim to set a strong foundation by ensuring we are cultivating and developing local talent to support its growth.

What has the experience been like operating in the UAE, and how do you maintain company culture?

There are unique challenges but the region has been incredibly supportive, particularly as the games industry continues to grow. Resources and networking opportunities are available if you know where to look, and it’s been an exciting journey. As for our company culture, being a remote-first team means much of our communication happens digitally.

However, despite the physical distance we’ve cultivated an open and collaborative atmosphere where every team member has a say in what we do. The small size of our team gives each individual a strong sense of ownership over the projects we’re working on. Everyone has a voice, and this helps create an inclusive, friendly, and supportive environment. Our diverse backgrounds also add a rich cultural dynamic that we celebrate through regular team check-ins and events.

I also hold regular 1:1 meetings with each team member, not just to discuss professional goals but also to offer personal support. Everyone on our team knows they are an integral part of Classy Games, which fosters a deep sense of responsibility and passion for our work as we encourage team members to pursue personal projects they are passionate about and support however we can.

You’ve developed games for PC (Steam), web, and mobile. How do you decide which platform to target for a new game?

Deciding which platform to target is always a balancing act. It depends on the nature of the game and the audience we want to engage. For instance, casual mobile games work well for a more relaxed, on-the-go gaming experience, while web-based applications offer accessibility to a broader audience. However, both mobile and web come with certain limitations.

Although mobile gaming dominates in the MENA region, Silly Suspects is built with a premium game model in mind – no microtransactions, season passes, or ads. It’s a more traditional gaming experience that lends itself better to PC, where the audience appreciates intricate gameplay and immersive stories.

PC gaming also fits our goal of creating a game that is not only playable but highly streamable and engaging for viewers who want to participate in solving mysteries. Given these factors, targeting PC made more sense for our upcoming title Silly Suspects.

Tell us about the changes you have observed in the local games industry and consumer behaviour towards games.

The local games industry in the MENA region is growing at an impressive rate and with that growth comes rapid changes in consumer behavior. We’re seeing a resurgence of indie developers, which is a positive shift. Historically, the market has been dominated by major players, but now there’s an increasing appetite for unique, innovative games. This benefits the players by offering more choices and challenges developers to think outside the box. 

There’s still a lingering misconception in some circles that gaming is a waste of time. However, that attitude is changing, especially as programming and computer science are integrated into school curricula. Esports has also played a huge role in legitimising gaming, with competitions offering serious cash prizes.

We’re also seeing a blending of digital and physical experiences, gamifying entertainment venues with augmented reality. This hybrid approach expands the definition of gaming and attracts a wider audience.

So as far as the MENA region is concerned, there’s a lot of curiosity across the globe about what developers here will produce and Classy Games is proud to be part of this growing movement.

Are you focused on localisation? If so, how have you ensured a culturally relevant experience for players?

Being in such a culturally diverse region like the UAE, localisation is a priority for us. For Silly Suspects, we’ve built in-house AI generation tools to ensure that every character and scenario feels culturally authentic and representative. For instance, if a character is from Saudi Arabia, they are assigned an Arabic name, realistic cultural traits, and background statistics based on real demographic data.

Similarly, characters from India will have names, appearances, and traits that reflect their region. This attention to detail helps immerse players in an experience that feels global, deeply personal, and culturally relevant, creating a stronger connection between the game and its audience.

Talk to us about the indie scene in the UAE. What’s it like, and is there a strong developer community?

The indie game scene in the UAE is relatively small but growing. While few, the developers here have built a tight-knit community that’s incredibly supportive of one another. Studios often collaborate through social media engagement, reposting each other’s content, or networking at regional events. There’s a sense of camaraderie, with a shared goal of expanding the industry.

However, one of the major challenges is visibility beyond the region. For indie studios, exposure is crucial, and something as simple as sharing a post can have a significant impact. It helps give smaller studios the exposure needed to demonstrate to publishers that there’s real interest in their projects.

It’s all about building a business case and proving that there’s a demand for indie games from this part of the world. Slowly but surely, these efforts are helping to create more opportunities for developers within the UAE.

What are the current opportunities and challenges facing the games industry in the UAE and the wider MENA region?

Awareness remains one of the biggest challenges in the MENA region. Lots of people, both locally and globally, aren’t fully aware of the growing games industry here, which limits the support available to smaller studios. It’s exciting to see Saudi Arabia actively supporting the growth of small and medium-sized game companies. They’ve recognised the potential of this sector and are creating opportunities for local developers. 

In the UAE, we’re also seeing several larger players setting up offices demonstrating that the region is becoming an increasingly important hub for the industry.

The government’s focus on building up the tech sector, especially through initiatives like the Dubai Program for Gaming 2033 which seeks to generate 30,000 new jobs in the gaming sector, shows a serious commitment to growing this industry. The UAE’s vision for the future indicates that the gaming sector will play a key role in the region’s overall economic and cultural 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 offer immense potential, and we’re already seeing exciting applications for each in the gaming space. AR and VR have specific use cases – we’re seeing a lot of AR in marketing activations to produce engagement, while VR is being integrated into things like escape rooms to build immersive experiences or offer training simulations. I’ve worked with both technologies and believe they each have their strengths, depending on the project’s goals.

AI, on the other hand, is quickly becoming an essential tool in game development, and we’ve embraced it wholeheartedly. For Silly Suspects, we’ve built our very own in-house AI system to enhance the uniqueness of every game experience. No two playthroughs are the same because every character, world, and interaction is dynamically generated. 

Our AI can create over two trillion unique characters, each with backstories, motivations, and personalities, ensuring that players have a fresh experience every time they dive into the game. It’s an exciting time for AI in gaming, and we’re eager to see how it continues to evolve.

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

Our focus for the remainder of 2024 is finalising and promoting Silly Suspects. We’re planning to debut a demo version in October 2024, with a full release slated for Q1 2025. The game will be available on PC and major platforms like Steam, ITCH.io, and GOG, so players can already wishlist it on Steam in anticipation.

Beyond Silly Suspects, we’re in the early stages of exploring a new project inspired by the rich history and culture of the MENA region. While I can’t share too many details yet, this project will delve deep into the region’s heritage, offering players a unique experience that celebrates the culture and stories of this part of the world. We’re excited about what’s ahead.