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Muller & Phipps Acquires Power League Gaming to Expand Esports Presence in MENA

Posted : 18 July 2024

Dubai-based technology distribution company Muller & Phipps Middle East Group Holdings has acquired all assets of MENA gaming and esports agency Power League Gaming (PLG). This acquisition aims to scale PLG’s operations in Dubai and expand into Saudi Arabia by Q4 2024, as stated in a press release. PLG’s management team, including CEO Matthew Pickering, will continue to lead the business, with Muller & Phipps looking to strengthen its position in the MENA region's gaming and esports market.

 

Muller & Phipps Group, founded in 2017, is a telecom distributor operating in the UAE, with plans to enter the Saudi Arabian market soon. The organization, part of the multinational Getz Group, has recently added technology solutions company Pedigri Technologies to its brand portfolio. The acquisition of PLG aligns with Muller & Phipps’ strategy to diversify and deepen its involvement in the gaming and esports sectors.

 

Power League Gaming, also headquartered in Dubai, focuses on managing esports activations in the MENA region, creating gaming and educational content, and hosting events from its 10,000 sqft esports production studios. Since its establishment in 2014, PLG has collaborated with major companies such as Tencent, Lenovo, Electronic Arts, and Riot Games. The esports industry has experienced significant growth in the MENA region, particularly in Saudi Arabia, driven by substantial investments like Savvy Games Group’s $38bn investment strategy announced in 2022 to establish the country as a global esports hub by 2030.

 

Other entities, including True Gamers and Sony Group Corporation, are also capitalizing on the MENA region’s esports boom through expansions and partnerships. Additionally, the International Olympic Committee recently announced a 12-year partnership with the National Olympic Committee of Saudi Arabia, marking the inaugural Olympic Esports Games to be held in the country. However, Saudi Arabia's growing influence in the esports sector has drawn criticism from stakeholders concerned about the country's human rights record.

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