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Abu Dhabi to make mark in e-sports with NIP Group tie-up

23 January 2025

The Abu Dhabi Investment Office (Adio) has entered a multi-year partnership with gaming and e-sports company NIP Group to expand its efforts in gaming, media and entertainment.

The five-year agreement will see US-based NIP Group establish its global headquarters in Abu Dhabi, “contributing to local employment in the e-sports and gaming sectors”.

Additionally, the company will expand its capabilities across key business verticals in the region, including e-sports operations, creative studios, game publishing and events and talent management.

Adio will also work directly with NIP Group to collaborate on the development of a gaming and e-sports strategy.

Central to the partnership is the establishment of a local e-sports academy, alongside the launch of creative studios dedicated to developing games. New intellectual property, including the development of 'Made in Abu Dhabi' content featuring Al-Ain and Al-Dhafra, will be registered locally.

Badr Al-Olama, director-general of Adio, said: “Adio’s partnership with NIP Group reflects our shared ambition to lead creative industries at the cutting edge of entertainment and technology.

“Welcoming NIP Group to Abu Dhabi marks a significant milestone in this endeavor, and we look forward to jointly shaping a vibrant future for the e-sports and gaming sector in the region and beyond.”

Hicham Chahine, co-CEO of NIP Group, added: “We’re delighted to partner with Adio as we bring together our eastern and western businesses, establishing a truly global headquarters that represents not only our growth as a company but the growth of gaming and entertainment in the Middle East.”

E-sports has grown significantly in the Middle East in recent years, with Saudi Arabia in particular becoming a major player in the sector.

Last year, the kingdom staged the inaugural E-sports World Cup in Riyadh, and the country will host the first Olympic E-sports Games this year.

The E-sports World Cup will be staged annually in Riyadh and was launched by Saudi Arabia’s Crown Prince and Prime Minister Mohammed Bin Salman Bin Abdulaziz Al-Saud.

Prince Mohammed stated that the event was part of a wider scheme to accelerate the country’s National Gaming and E-sports Strategy.

The tournament is run by the E-sports World Cup Foundation, a non-profit organisation set up by the Saudi government. 

The Saudi government has invested heavily in e-sports in recent years, including forming tournament organiser conglomerate ESL Faceit Group, the Gamers8 e-sports festival, Chinese tournament operator and e-sports company VSPO, and buying stakes in several game developers.

In September 2022, Saudi government-owned Savvy Games Group announced $38bn of investment plans in e-sports and gaming.

This article was first published by GlobalData

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