Muller & Phipps Middle East Group announced Tuesday that it has acquired all of the assets of Dubai-based esports marketing and gaming agency Power League Gaming.
Financial terms of the deal were not disclosed.
Under the terms of the deal, Muller & Phipps Middle East Group will inject investment into the company to scale its Dubai operations, with plans to expand into additional markets such as Saudi Arabia in Q4 2024.
In case you aren’t familiar with the company, Power League Gaming’s core business includes representing non-endemic brands for esports and gaming activations on social media and streaming platforms, tournament operations, and gaming and esports-focused video production through its Dubai-based studio.
In a release, Power League Gaming CEO Matthew Pickering said that the acquisition and subsequent investment will allow the company to become a major player in the region:
“The rise of gaming and esports in the region in recent years has been nothing short of astronomical. With covid playing a key role in attracting new users, these users are here to stay, and they are further fuelling growth through recommending gaming and esports content and experiences to their peers.
“Saudi Arabia’s firm commitment to become a global hub in the category by 2030 makes the opportunity even greater. We are delighted to be working with our new partners and owners Muller & Phipps to become a key player in their vision for the region.”
Power League Gaming was founded by John Lacey in 2013; he served as the managing director until December 2019, leaving to work at Tencent-owned gaming brand Level Infinite as a senior publishing lead/assistant producer for the MENA region (he currently serves as MENA country manager for Tencent Games). In 2021, Power League Gaming launched a 10,000-square-foot production facility in Dubai.
Power League Gaming mostly works with regional partners of major brands in MENA including KFC, Pizza Hut, Huawei, adidas, Intel, Tencent, Michelin, L’OREAL, PlayStation, Riot Games, Maybelline, CLEAR, Dell, Activision Blizzard, Electronic Arts, Genshin Impact, stc Group, Logitech, and Unilever, among others.