Gamers Lounge Teams With Riot Games for MEA

Gamers Lounge to promote Riot Games IP in MEA for the rest of 2024

Cairo-based Gamers Lounge formally announced that it has been working with Riot Games to promote its intellectual properties in the MEA region (Middle East, Africa) since the start of 2024 and will continue this partnership for the remainder of the calendar year. Gamers Lounge is a leading MENA gaming organization that offers “360 solutions for brands to enter the gaming industry.”

Financial terms of this partnership were not disclosed, but this strategic partnership makes Gamers Lounge the official creative arm in the Middle East and Africa (MEA), working in tandem with Riot’s regional offices for MENA in the United Arab Emirates (UAE).

Gamers Lounge Co-Founder and COO Hashem Alborno made the announcement via social media on Monday:

“Absolutely excited to share some exciting news! We’ve officially partnered up with the legendary Riot Games to bring an unparalleled gaming experience to the MEA region through 2024.

“This partnership, which began at the beginning of 2024, marks a significant milestone for us. At Gamers Lounge, our mission has always been to create content that speaks directly to the hearts of gamers. We understand the gaming world like no other, and we’re ready to take things to the next level.

“With this partnership, we’re launching the ‘Creative Hub,’ a powerhouse of creativity, graphic design, illustration, and video production dedicated to bringing Riot Games’ vision to life in the MEA region.”

Over the past three months, Gamers Lounge has been working with Riot to promote various IPs including Valorant, League of Legends, and its popular mobile game League of Legends: Wild Rift in the MEA territories. This partnership includes producing marketing and social media content, including designs, illustrations, video production, and broadcast and live stream production. In a release, Gamers Lounge noted that this partnership is part of Riot’s efforts to “increase its presence in the region, recognizing the growing interest from Arab and African countries in developing esports and establishing international competitive standards.”

So far in 2024, Gamers Lounge has managed several of Riot’s promotional campaigns aimed at the region including the launch of the Middle East server for League of Legends, a Wild Rift campaign celebrating the Ramadan holiday season, and a number of promotional initiatives for Valorant.

While Riot is its newest partner, Gamers Lounge has worked with a number of other major brands, competitions, and companies in the past including Red Bull Gaming (Red Bull Campus Clutch), The Intel Arabian Cup (the official League of Legends tournament in the MENA region), various marketing campaigns for PUBG Battlegrounds (through partnerships with New State Mobile and PUBG Corporation), and the Esports Summit (the first event of its kind in Egypt and the Middle East launched in 2018).