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Mrs Aileen

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The overall population structure of the Middle East is young, about 60%～80% of the population is under 30 years old, and the huge young group has promoted the rapid development of the mobile Internet in the Middle East.



In terms of the ratio of men to women, there are more men than women in Saudi Arabia and the UAE, and the male population in the UAE is even more than 2 times that of women,"so manufacturers try to release some more confrontational male games in the UAE." Qin Xiaoyun, who provides localization services in the Middle East for many game manufacturers such as Perfect and Tencent, pointed out.



For the localization choice of game language, Qin Xiaoyun pointed out that language localization is a priority to enter a market. More than 80% of Turkey is native, so just cover it in its official language, Turkish. It is fine to publish the Arabic version in Saudi Arabia. What's more, in the UAE, Arabic and English are recommended.



The smartphone market in the Middle East is at a high level globally. Presently, Turkey has 46.9 million smartphone users, with a penetration rate of about 56%, making it the largest country in the Middle East in terms of user size. Saudi Arabia and the UAE both have smartphone penetration rates above 80%, and although the UAE has a small user base of only 8.5 million smartphone users, the smartphone penetration rate is close to 90%, one of the highest in the world.



In terms of smartphone brands, Samsung has been dominating the smartphone market in the Middle East, accounting for 41%. Apple has about 21% market share in the entire Middle East, mainly focusing on the high-end market in the Middle East.



Qin Xiaoyun said that the Middle East is one of the fastest growing emerging markets in the video game market. It is expected that by the end of 2020, the size of the Middle East game market may exceed $3 billion, and the size of the mobile game market may exceed $1.3 billion. Turkey remains the leader in all regions of the Middle East, with the largest market share.





Player Ecology is a significant part, some traps should be avoided when serve paying players



Based on observations, Qin Xiaoyun believes that player ecology is significant for the long-term operation of games, so he recommends that game manufacturers use customer service to do a good job in customer care. Customer service can be roughly divided into 2 types, one is ordinary customer service, which needs to quickly reply to players' questions, and the other is VIP customer service for paying players, whose main responsibility is to accompany players to improve user viscosity and cultivate player ecology.



"We've found that Middle Eastern gamers are very competitive, and some even want to be reassured by someone listening to them," she said. VIP customer service is recommended to be responsible for a dedicated person, during the game launch, it is required to reply to all questions within one hour, and some critical questions must be answered within 5 minutes. We also recommend that notify these players activities in advance of new updates, or provide customized priority services.



Another characteristic of Middle Eastern gamers is higher social needs. Qin Xiaoyun explained: "Because there are actually no entertainment projects here in the Middle East, for these players, they actually hope to get a social complement in the virtual environment." Therefore, when there is no problem with the core gameplay of the game, it is easy to be welcomed by being able to add some competitive and social elements and combine it with the national elements of the Middle East.



In view of the choice of customer service, she suggested hiring a local person as a telephone customer service. There are 2 main requirements for telephone customer service for players in the Middle East: One is gender, players in some regions do not want female customer service, while some regions will hope to have female customer service to serve; The second is the accent, Middle Eastern players have more consistent requirements for customer service accents, and they hope that customer service has a very authentic Arabic accent, so that they will have a feeling of being respected.



In addition to language issues, customer service professionalism is equally important. Qin Xiaoyun said that SLG players in the Middle East have a very deep understanding of the game, and may feedback some bugs or ask some relatively professional questions in real time, which requires very high professionalism of customer service and needs to understand relevant professional terms.



In view of the operating cost of professional customer service, she suggested finding a professional team to do local services. On the one hand, the professional team better understands the needs of players and can better serve paying players, on the other hand, it can save personnel training and management costs.





The board game market space is large



Board games are more common in the Middle East market, but the preferences of players in different countries are slightly different. Saudi Arabia and the United Arab Emirates board games are mainly Lamy, UNO, Ludo, Solitaire, and Turkish players prefer the traditional board game Okey. She said: "I am more optimistic about the development of slot games in the Middle East market, because these games have a long cycle, and the long tail effect is satisfactory. Hybrid games are also a trend, a global trend. We've found that users here prefer random gameplay, so manufacturers can also focus on roguelike games that bring freshness.”



When it comes to advertising, Qin Xiaoyun said that in the Middle East, especially Saudi Arabia, offline advertising is very important. "Overseas manufacturers can consider pre-screening advertising, which is easy for many manufacturers to ignore. Because there are fewer entertainment activities for local residents, almost all of the movies that start at 8 o'clock are almost all sitting and waiting for the opening at 7:30. Therefore, actually, the pre-screening advertising effect of Saudi movies is excellent. In addition, you can also choose to place paper posters, LED promotional screens, etc. in the cinema.



Our company, Foxuc, is very optimistic about the future development of the Middle East board game market. The vast majority of countries in the Middle East believe in Islam, customs are more traditional and conservative, offline entertainment is single, resulting in the online entertainment game market, a vast board game market with more paying players, has a natural development soil.



Foxuc will recruit partners of the Middle East board market globally, jointly develop market in the form of joint operation.



If you are optimistic about the Middle East board market, either you have your own understanding of the Middle East market, or you own unique resources in the Middle East (including but not limited to: distribution, user resources, promotion resources, payment interfaces, etc.), please contact Foxuc and become our Middle East partner. We will provide you with first-class Middle East board products in the market, and work with you to build your own Middle East board empire.