Side, the highly acclaimed gaming services company known for major global releases, is taking its growth to a new level by establishing a presence in the Middle East. They’ve recently entered into a Memorandum of Understanding (MoU) with Savvy Games Group, a leading force in Saudi Arabia‘s gaming and esports sector, marking an official step towards regional expansion.
The agreement was finalized at Side’s London headquarters; however, the main events are headed to Riyadh, where the company intends to establish a completely new physical studio by Q4 2025. Upon its opening, the studio will function as a regional center for co-development projects, focusing specifically on developers based in the Middle East and North Africa (MENA) region.
Deborah Kirkham, CEO at Side, stated that Saudi Arabia is currently one of the most significant markets for the global gaming industry due to several factors. These include a government that’s supportive, an enthusiastic audience, and a local powerhouse like Savvy that’s keen on creating something substantial.
What’s referred to as ‘something significant’ encompasses nurturing homegrown skills, broadening creative facilities, and providing support to propel Saudi Arabia towards becoming a worldwide center for gaming and entertainment by the year 2030.
It’s worth mentioning that the deal goes beyond just obtaining a trendy new office. During the signing ceremony, Side emphasized that it represents a strategic move in the company’s broader global expansion plan, coming after their full rebrand and relocation of the headquarters to London earlier this year.
The freshly opened Riyadh studio aims to link up regional creators with Side’s global network, spanning over 20 studios in 14 different nations. This connection provides a variety of services ranging from co-development, sound production, to localization assistance and community care.
Jacob Madsen, VP EMEA at Side, stated, “This is truly the start of our journey here, and with Savvy as our ally, we’re unleashing considerable resources into a region bursting with possibilities.
In response, Savvy Games Group echoed the excitement.
Dr. Nika Nour, SVP at Savvy, expressed her excitement about Side joining Saudi Arabia’s lively gaming community. ‘In partnership with us,’ she said, ‘we’re working towards creating an experience that significantly enhances both the enjoyment of players and the creativity of content creators.’
As Saudi Arabia continues to invest heavily in gaming and major companies such as Tencent (Side) entering the scene, the Kingdom’s transformation into a welcoming environment for game developers is moving from aspiration to tangible fact.
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2025-07-11 14:43