Watch: Joe Pisano weighs in on MENA's growing role in innovation
The Middle East and North Africa (MENA) region has long been recognised for its energy exports, but its economic landscape is shifting. According to the 500 Global Rise Report, e-commerce and fintech are emerging as billion-dollar sectors in the region, with more industries expected to follow. Saudi Arabia, for example, ranks sixth in population growth among the 30 Rise Economies, highlighting the importance of its youth in shaping the future.
While known for its energy exports, the region is now seeing growth in e-commerce, fintech, and digital gaming. Speaking with SiGMA TV, Joe Pisano, CEO of Jade Entertainment and Gaming Technologies, highlighted these changes, where he discussed the evolving gaming landscape. “We wouldn’t be here if there weren’t changes,” Pisano said. “Even though the change is gradual, there are positive steps.”
Pisano noted that gaming is already present in parts of MENA, such as Egypt and Lebanon. In Dubai, discussions are ongoing about the potential expansion of the industry. He believes the city is well-positioned to capitalise on these developments due to its diverse population and strategic location.
“We are sort of in between Asia and Europe, so it’s a great move,” Pisano said. He pointed out that developments further north could lead to an opening by 2027, indicating a shift in the region’s gaming landscape.
A market with global appeal
The MENA region’s commercial connectivity and young population are key factors in its potential to become a global hub for innovation. Pisano believes that the region’s demographics and economic initiatives create an attractive market for gaming and digital commerce.
“There’s a lot of interest in sport, which is good,” Pisano noted. He also pointed out the strong presence of expatriates, particularly Filipinos, which contributes to the demand for gaming and entertainment services.
Government regulations
While the gaming industry in MENA is still evolving, authorities are taking steps to ensure a structured and well-regulated market. Pisano highlighted the importance of clear regulations to provide a stable business environment.
“The government here is taking steps,” he said. “We’ve seen the Privacy Act go through, and when it does open up, there will be a good structure for the industry.”
Pisano emphasised that a strong regulatory framework benefits both operators and consumers. “We prefer to go into jurisdictions with a good framework and clear guidelines. It makes it easier for us to operate,” he explained.
Moving toward greater economic diversification
As the MENA region moves toward greater economic diversification, sectors such as gaming and fintech will likely play a larger role. With ongoing government initiatives, high youth adoption rates, and increasing regional connectivity, the landscape is becoming more attractive for investors and businesses.
Pisano remains optimistic about the region’s future. “There are very positive steps here,” he said. “It’s a great region to be in.”
Seize the opportunity at BiS SiGMA Americas, April 7-10, 2025! Brazil’s gaming scene is set to explode with 18,000+ delegates, 300+ speakers, and 600+ exhibitors. From high-value traffic to exclusive networking events, this is where industry leaders shape the future of iGaming.
