Shopping and gaming are combining via a new partnership between Amazon University Esports and delivery platform, Deliveroo.
The unique collaboration, which is aiming to bridge the gap between esports and education, provides the delivery service an opportunity to tap into the MENA gaming market, the fastest growing in the world in 2023.
The region currently boasts a base of over 377 million gamers while globally, the total number of gamers has reached an impressive 3.24 billion. According to the Statista Global Consumer Survey, the UAE leads the world with the highest percentage of adult gamers, with nine out of ten actively participating.
As part of the deal Deliveroo will contribute to a range of digital innovation initiatives launched by Amazon University Esports, ensuring that students have access to technology and resources that can enhance their esports skills. Through esports tournaments and educational events, the companies said they will aim to create a vibrant and inclusive space for gamers and learners.
Growth in the region
The deal comes as the UAE continues to channel significant investment through initiatives such as ‘Abu Dhabi Gaming’. This was launched, last year, with the aim of nurturing regional gaming talent and establishing the country as a year-round hub for gaming events.
A recent report highlighted the Middle East as an emerging force in the world of esports, offering significant potential for the industry. At its forefront, the UAE has become a hub for esports with Abu Dhabi Gaming serving as the home for the Nigma Galaxy esports club while it has hosted several top tier evets.
Saudi Arabia, meanwhile, has hosted 12 esports competitions in 2023 with an unprecedented $45 million prize pool including the largest independent esports event, Gamers8. Additionally, the region has its own captivating local events, such as the Dubai Esports Festival, the Games for Change summit in Abu Dhabi, and an anime and gaming festival in Al Ain.
Since its launch in the UAE, Amazon University Esports has experienced huge growth in the number of players and teams, participating universities, and organising competitions and events, becoming one of the leading players in the esports field in the region.
The project is being developed in 26 countries on 4 continents and is hosted in the region by MENA Tech Entertainment, a company of GGTech Entertainment. Deliveroo also has significant presence and growth in the UAE in addition to operations in nine other countries.
Mario Perez, CEO of MENATech said: “We are thrilled to welcome Deliveroo as a key partner in our mission to redefine the boundaries between esports and education. This collaboration is not just about sponsorship; it’s about creating a lasting impact on the lives of students who are passionate about gaming and learning.”
Aysar Joudeh, Senior Brand Manager of Deliveroo, added: “For Deliveroo, this partnership with Amazon University Esports represents an exciting journey into the dynamic intersection of food, shopping, and gaming. As we continue to witness the extraordinary growth of esports in the UAE and globally, we are thrilled to be part of an initiative that not only enhances the gaming experience for students but also fosters a unique synergy between education and entertainment.”
