The Middle East has steadily become a respected centre for gaming and entertainment as nations in the region strive to diversify their economies.

IMG Studios is playing a considerable role in the transformation. They are using their international broadcast and production expertise to develop local talent and create platforms that serve domestic and foreign markets.

Read on as we take a closer look at IMG’s role in helping to bring the Middle East’s ambitious gaming plans to fruition.

Bringing International Expertise to the Local Scene

IMG signed a remarkable five-year production contract with the Saudi Pro League (SPL) and the Saudi Arabian Football Federation (SAFF).

Under the terms of the lucrative deal, IMG will cover the ROSHN Saudi League, King’s Cup and Super Cup until the 2028/29 season.

IMG steps in to deliver its world-class production so that matches across multiple areas in Saudi Arabia can still reach audiences seamlessly. 

The global sports and culture company guarantees seamless, best-in-class coverage across the Kingdom. IMG is working with Riyadh-based production company Alamiya Media to distribute the SPL’s media rights internationally.

This partnership between Alamiya Media and IMG not only delivers content, but it also involves increasing local capacity in the next generation of broadcasting talent in the region. 

This season will likely be an improvement on last term, wherein the SPL reached 184 countries across 43 platforms. The SPL is on course to rival other similar sized leagues in the viewership stakes.

The Rising Tide of Gaming and eSports

The Middle East has also been nurturing a gaming and eSports ecosystem designed to compete with international counterparts. 

The Middle East and North Africa (MENA) gaming market was valued at around $17 billion in 2024, with projections revealing it can grow to $42.6bn by 2033, a compound growth rate of around 10.8 percent.

Isolating Saudi Arabia, the Kingdom’s eSports market alone generated roughly $20.4 million in 2024, with experts positing that it could hit $54.5m by 2030 (CAGR of approximately 17.4%).

Asia and MENA account for over 54% of worldwide eSports revenue. Engagement has gone through the roof with Saudi gamers showing high awareness and recording exciting participation indices. 

Just over 55% believe eSports is a legitimate sport, while another 66% follow tournament highlights and breakdowns of gameplay. Two-thirds of Saudis say they are conversant with the eSports industry.

All of these numbers and developments are have paved the way for IMG to step in and take charge of broadcast and production.

They can play a massive role in taking eSports mainstream and further fortifying the Middle East’s ambition to become one of the foremost players in this intersection of sports and technology. 

How Betting Fits into the Equation

There are several other thriving ecosystems built around eSports, such as tournament infrastructure, live events, broadcast, brand partnerships and online betting.

IMG is playing a crucial role as evidenced by their broadcasting of the 2025 eSports World Cup (EWC) in Riyadh a few months ago.

The event attracted around 2,000 elite players from over 100 nations, and IMG produced over 50 hours of programming. They also launched EWC Spotlight, a live studio entertainment, analysis and behind-the-scenes show that was carried by major broadcasters.

This combination of premium production and worldwide distribution will potentially take eSports to the same level as traditional sports over the next few years.

It will also open an avenue for increased betting. Just like in traditional sports, wagering on eSports match-ups and tournaments is one of the many ways spectators stay engaged.

They use trusted betting platforms that allow flexible payment solutions, such as MuchBetter. Many Arabic MuchBetter sports betting sites also offer odds on eSports events.

Punters can use the reputable payment method to make speedy deposits and withdrawals, thus boosting their enjoyment of engaging with eSports in the Middle East.

IMG is on a mission to capitalise on this growing interest in eSports by curating stellar content that puts more eyes on tournaments and players. One of the company’s primary aims is to deliver content in understandable and internationally viable formats.

The firm’s involvement in the Middle East eSports ecosystem is undoubtedly excellent news for all stakeholders and should help the region become a big-hitter in the global gaming sector.