We are a full service gaming and esports agency: a company of gamers, ex-pro esports athletes, brand strategists, content creators, designers and educators. And we’re Arabic First, meaning we actively seek to engage Arabic audiences. Collectively, we comprise the MENA region’s most disruptive gaming, content and esports activation agency – Power League Gaming. At our core, we love gaming, esports and media and have a deep understanding of what resonates with gaming audiences.
We combine deep analytics and audience insights to build branded ecosystems that excite and retain the Arabic audiences you want to reach. And with our unmatched industry relationships with leading publishers, we can offer the latest and most sought-after associations for your brand. A tailored brand experience with our team is guaranteed to help you deliver on your marketing objectives be it shifting perception, brand equity building or simply growing your audience base, with tangible ROIs to measure the success.
For the past decade, PLG and its teams have shaped the gaming and esports sector in the MENA region. We have consistently produced ground-breaking, disruptive mechanics that successfully connect global brands with gaming audiences; designed engaging content platforms and transferred the skills and experiences necessary to develop the region’s next generation of gaming and content leaders.
Lenovo and PLG are partner to develop a jointly owned IP: MISS ESPORTS (MES). With the shared insight that ‘girl’ and female gaming & esports talent is growing from strength to strength, combined with the understanding that 40% of the MENA gaming population are females (aged between 16 and 35), we developed the MES platform to cater for this expanding audience segment.
MES is now entering its third year of operation and comprises a full ecosystem of social activation, promotions, weekly gaming related chat shows, influencer partnership, a rolling schedule of MES brand ambassadors and of course, ‘all female’ tournaments and online gaming activations.
Whilst the MES platform is a collaborative and jointly owned IP between Lenovo and PLG, there remain a wide range of opportunities for brands to partner across various segments of the ecosystem, to reach the rapidly growing and active female MENA gaming segment.
When adidas approached PLG to launch the X Ghosted boot to gaming audiences across the MENA region, the team at PLG knew exactly the right Publisher and title to partner with – EA FIFA ’21.
PLG developed a fully immersive ecosystem to position the boot to football gaming fans and players of EA FIFA ’21.
The platform which was developed was both ambitious and disruptive in equal measures and saw a 360 campaign across digital, retail and social draw in 5000 registered players, to compete toward a group of ELITE 32, who would then go on to play with their favorite gaming influencers, for an opportunity to become the adidas ELITE player.
The activation coincided with the launch of the FIFA ’21 in the region, which provided adidas the opportunity to launch the ELITE 32 tournament at during the MENA live launch of the new game.
PLG work exclusively with KFC across the MENA, to build data and insight driven Omnichannel strategies, which shift customers brand perceptions and build brand equity amongst gaming audiences.
Whilst the strategy deployed involves a daily, ‘always on’ approach to activating and rewarding MENA gaming audiences through social, digital, content, retail, ecomm and activations (tournaments and promotions), the starting point was the KFC MENA Cup, in collaboration with PUBG Mobile (Tencent).
To launch KFC Gaming ME and announce its entry into the MENA gaming space, PLG developed a region-wide PUBG Mobile tournament. The approach to the activation (over a 6-week period) activated the brand amongst gamers in an Omnichannel environment, across multiple touchpoints and moments in a gamer’s customer journey; from social content, to registration, reward for registration, branded content during the tournament, in game coupons for redemption in KFC e-comm platforms and of course special box meals in retail.
PLG partnered with adidas, Namshi and Epic Games’ phenomenal Battle Royale title Fortnite, to deliver a ‘multi partner’ gaming activation, which rewarded players at all points of their participation.
The adidas X Namshi Leaderboard Challenge, challenged the gaming population of KSA and UAE to complete weekly challenges in Fortnite, with players rewarded on a weekly basis with digital codes to redeem against addias apparel and footwear on Namshi.com
The Fortnite challenge was a first of its kind, securing support from EPIC Games, who carried the branded content on their Fortnite social channels, which in turn supercharged the branded content amongst the regional gaming community and secured Namshi a new and loyal purchase audience.
PLG partnered with Riot Games and KSA’s General Entertainment Authority to produce the MENA region’s largest esports and gaming festival to date. The League Of Legends mega tournament took place over a three day period, featuring as one of the centerpieces to the Riyad Seasons festival.
The event attracted 25,000 fans to watch the action, including 750 Pro Esports teams, all qualifying their way through knockout rounds toward a prize pool of $2,000,000
Whilst the majority of eyes were on the esports action, we also brought in Jason Derulo and The Crystal Method to keep the fans entertained in between the action-packed games.
Lenovo and PLG are partner to develop a jointly owned IP: MISS ESPORTS (MES). With the shared insight that ‘girl’ and female gaming & esports talent is growing from strength to strength, combined with the understanding that 40% of the MENA gaming population are females (aged between 16 and 35), we developed the MES platform to cater for this expanding audience segment.
MES is now entering its third year of operation and comprises a full ecosystem of social activation, promotions, weekly gaming related chat shows, influencer partnership, a rolling schedule of MES brand ambassadors and of course, ‘all female’ tournaments and online gaming activations.
Whilst the MES platform is a collaborative and jointly owned IP between Lenovo and PLG, there remain a wide range of opportunities for brands to partner across various segments of the ecosystem, to reach the rapidly growing and active female MENA gaming segment.
When adidas approached PLG to launch the X Ghosted boot to gaming audiences across the MENA region, the team at PLG knew exactly the right Publisher and title to partner with – EA FIFA ’21.
PLG developed a fully immersive ecosystem to position the boot to football gaming fans and players of EA FIFA ’21.
The platform which was developed was both ambitious and disruptive in equal measures and saw a 360 campaign across digital, retail and social draw in 5000 registered players, to compete toward a group of ELITE 32, who would then go on to play with their favorite gaming influencers, for an opportunity to become the adidas ELITE player.
The activation coincided with the launch of the FIFA ’21 in the region, which provided adidas the opportunity to launch the ELITE 32 tournament at during the MENA live launch of the new game.
Miss Esports is a show which caters specifically to female gamers across the MENA region. PLG champions female and ‘girl’ gamer talent, and the MISS Esports show is an investment into leading this agenda by providing high quality content, news, exclusive offers, all female tournament access, giveaways and promotions.
The Miss Esports show is produced from the PLG Studios in Dubai and broadcast LIVE every 2 weeks. The show features PLGs Miss Esports brand ambassadors, pro-players and operates and a content platform to help engage, accelerate and incubate budding female gaming Talent. Whether you are a female gamer looking to go pro, kick off a streaming career or want to learn more about how to produce your own content, the Miss Esports show is the place for you.
Hayakom, is a fresh, fast-paced show produced for all levels of experience [classes of gamer.] From the hardcore gamer who loves to lead the region’s top tournaments – to the casual gamer who plays at home with his or her friends and family, Hayakom is a show which caters to all players/ participants alike.
Hayakom is produced on a quarterly basis, with 8 shows per quarter and features guests, influencers and celebrities. Each episode brings audiences the latest gaming news and updates, inside information, early releases, unboxings, reviews and amazing prizes.
Miss Esports is a show which caters specifically to female gamers across the MENA region. PLG champions female and ‘girl’ gamer talent, and the MISS Esports show is an investment into leading this agenda by providing high quality content, news, exclusive offers, all female tournament access, giveaways and promotions.
The Miss Esports show is produced from the PLG Studios in Dubai and broadcast LIVE every 2 weeks. The show features PLGs Miss Esports brand ambassadors, pro-players and operates and a content platform to help engage, accelerate and incubate budding female gaming Talent. Whether you are a female gamer looking to go pro, kick off a streaming career or want to learn more about how to produce your own content, the Miss Esports show is the place for you.
Hayakom, is a fresh, fast-paced show produced for all levels of experience [classes of gamer.] From the hardcore gamer who loves to lead the region’s top tournaments – to the casual gamer who plays at home with his or her friends and family, Hayakom is a show which caters to all players/ participants alike.
Hayakom is produced on a quarterly basis, with 8 shows per quarter and features guests, influencers and celebrities. Each episode brings audiences the latest gaming news and updates, inside information, early releases, unboxings, reviews and amazing prizes.
The EMU is part of Power League Gaming FZ LLC’s portfolio of education businesses. It is dedicated to surfacing, nurturing and incubating fresh talent. It fosters real-world experience and provides downstream opportunities to the next generation of content creators & gamers. Whether you are a streamer, an amateur gamer looking to move pro, a keen producer or an aspiring designer, the EMU is focused on giving students the experience and opportunity they require to succeed in the sectors of gaming, esports, content creation and design.
The EMU has campuses in both Abu Dhabi and Dubai, offering aspiring creators and gamers the tools and experience to become the next generation of top talent. EMU achieves this by transferring the skills required to become the next leaders in gaming and esports content creation; graphic design, LIVE streaming & broadcast, film and TV production, online and offline events and of course, esports.
The PLG Studios have been built specifically to host 360 production solutions. It is the only facility of its kind in the MENA region and has been designed to produce to the highest quality, whilst in complete comfort and surrounded by the best technology.
The environment features 10,000 square foot of production space, designed to for the highest standards of quality control, complete with a café, featuring bay windows to view all the action from comfort. We have also built an entertainment area and boardroom facility to work and play from, all supported by a 1GB internet pipe.
Should PLG be required to support our guests with production staff, hardware or software solutions, we have this on hand around the clock.
So, whether it’s a large production, or a quick photoshoot, The PLG Studios is ready to help.
To learn more, or to schedule a site visit, please fill in your details below and one of the PLG team will be in touch shortly to discuss your requirements in more detail.
Welcome to the competitions, tournaments and esports section of PLG. Here you’ll find access to registration for both PLG’s and our partners’ competitions, tournaments and esports activations.
Drop your details into the fields below for your chance to win the new XBox Series X. We’ll be selecting one lucky winner on the 1st June 2021. All you have to do is fill in your details and the PLG team will select the winner at random, who we’ll notify by e-mail. Good luck and keep gaming!
