Nine66 On Its Most Popular Services & Gamedev Market in Saudi Arabia

Ricardo Flores, Resident Mentor at the Nine66 Accelerator and Incubation Team

Introduction

Ricardo Flores: My name is Ricardo, I'm a Resident Mentor at the Nine66 Accelerator and Incubation team. Our focus is to empower local devs with the right skills and gaming industry mindset while also supporting all indies and devs in general to join us in KSA, sharing their experiences and stories.

I started my career in the industry developing Java games back in 2004 and spent most of my career working on mobile games, with a few years’ stints on PC and console. I have also been teaching game development production and business in multiple universities for over 12 years.

I have always been on the side of developers, and joining Nine66 is an opportunity to take on a different role and use my past experience to assist new developers in achieving their goals and realizing their dreams. Moreover,  MENA right now is the place to be. It's a top gaming market with a huge talent pool and new developers emerging frequently.

Kay Gruenwoldt, VP of Publishing at Nine66

Kay Gruenwoldt: My name is Kay, and I have the honor and pleasure of leading the games publishing team at Nine66. Our team is working with developers and other publishers in Saudi Arabia and around the world helping them bring games to the MENA region and beyond.

By trade, I am a mechanical engineer, but started my adventure in games during my studies in the mid-1990s, when I met a group of friends that worked in one of the early games studios in Germany. I was fascinated by the possibility of contributing to the magic that is games, and to this day, that fascination continues to inspire me.

I have been actively involved in projects in the MENA region for more than 10 years now and came across the opportunity to join Nine66 through a person in my professional network last year. This has been so far one of the best adventures in my career, and I am delighted to be able to work with so many talented people and teams while discovering more about the country and the region.

Antti Sõber, Events Director at Nine66 

Antti Sõber: I’m Antti, Events Director at Nine66, where I’m privileged to lead a growing team that supports and creates events for game developers around the globe, with a focus on developing the local ecosystem in Saudi Arabia and the MENA region. With a target audience of developers, students, investors, and games industry leaders and decision-makers. The Events team is committed to building a strong community through events and bringing industry leaders and experts together to share knowledge and drive innovation in the gaming industry.
 
As someone who is passionate about gaming and technology, I have always been fascinated by the idea of creating events that bring together developers, students, investors, and industry leaders to showcase the latest developments in the industry.

When I learned about the opportunity to lead the Events team at Nine66, I saw it as the perfect chance to combine my love for gaming and technology with more than 15 years of experience in events. Being able to create events that not only showcase the latest in gaming but also help to develop the local ecosystem in Saudi Arabia and the MENA region is an exciting and fulfilling prospect.

David Parra, Vice President of Digital Product and Technology at Nine66

David Parra: My name is David Parra, my journey in the games industry began alongside my interest in software development. As a teenager, I discovered Quake 1, which fueled my passion for game development. I started creating mods for the game, allowing me to play with friends and even charging gamers in my local community to experience the mods I crafted for them. This early experience sparked my love for game development and propelled me into the software development industry.

In 2012, I had the opportunity to lead efforts at Google in creating the world's largest semantic video game knowledge base as part of the Google Knowledge Graph project. This endeavor further solidified my expertise in the field and deepened my understanding of the intricate aspects of game development.

In November 2022, I joined the Nine66 team as the VP of Digital Product & Technology. In my role, I am responsible for leading the development of our digital products and leading the team dedicated to creating digital tools for the game development community. It is my passion to support and empower game developers through innovative digital solutions, and I am thrilled to be part of the Nine66 team on this mission.

Organization of Working Processes at Nine66

Ricardo Flores: One of the Nine66 team’s top qualities has been working together as one, focusing on the objective of building KSA and MENA region gamedev ecosystems. It's great to be asked to help other teams' projects and to have them build on ours as well. Two good examples of this are the KSA Game Developers 2022 report and the University Game Dev League.

Kay Gruenwoldt: Nine66 has one core mission, to play a key role in building the games ecosystem in the Kingdom and the region. There are a number of activities within the company that range from early-stage support of new teams all the way to publishing services for games that are entering the market, and everything around it.

Having all these activities across the team under one roof allows for great synergy and makes us a lot more effective. We hold weekly stand-ups where all departments come together, as well as weekly meetings of the leadership team to ensure an open and free flow of information.

We have a number of new games in the works with local development teams from Riyadh, as well as others from around the world, which we can’t wait to announce. But of course, the two games we have soft launched, Jalsat Ludo and 100pics, are both big milestones for the team that we are very proud of.

Antti Sõber: One of the most challenging events that we have organized at Nine66 Events was the first-ever Leaders Summit in Saudi Arabia. As a relatively new player in the industry, we had to work hard to build relationships with local and global players, secure sponsorships, and create a program that would be both informative and engaging. Despite the challenges, we were able to successfully launch the Leaders Summit in collaboration with PGC and I believe it has become the landmark of the gaming industry leaders in the region.

We have a strong and supportive team at Nine66 and we work closely with other departments because we are here to achieve the same goals. Great synergy!

3D and Gamedev Market in Saudi Arabia

Ricardo Flores: As mentioned in this report, KSA is still an ecosystem in development that mixes registered studios, freelancers, and group projects. On the positive side, there are many initiatives to support newcomers, such as incubators and training programs. Regarding challenges to be addressed, there is a lack of established university degree programs related to video games and a shortage of gaming schools offering 1 or 2-year programs.

Kay Gruenwoldt: Saudi Arabia's gaming industry has been experiencing significant growth in recent years, driven by the country's large and youthful population, increased internet penetration, and significant government support.

We see a lively development scene of independent teams with some of the larger ones now on the path to building viable businesses and companies. Partners like Spoilz have the potential to really push the industry forward and make their mark in the global games industry.

In general, the industry is young here, and it will take time and effort to build it out, but the initial spark is certainly planted, and everything we do at Nine66 is meant to support the industry and its players on a broader scale.

Making a Partnership with a New Developer

Ricardo Flores: On the incubation and acceleration side, our focus is on new teams and their first or second games. We care about the marketability of their games, but we also prioritize the team's skills and how we can assist them in advancing and expanding their knowledge. For us, team or studio culture and a willingness to listen and learn are critical factors. Currently, we are discovering teams from pre-existing incubation initiatives, game development community meet-ups, and events.

Kay Gruenwoldt: We are approaching our games intake from several angles. Firstly, we see it as part of our mission to support local developers and teams in their quest to level up by helping them turn their ideas into sustainable games and bring them to market. That includes mentoring on all areas of game development like content, monetization, and marketing, and providing services in those areas.

Secondly, we are mentoring studios, teams, and individuals on all aspects of making, marketing, and running live ops on games, with a team that brings in experience and expertise in all aspects of game development.

The most important aspect of partnering with a team for us as a publisher is, much like for any investor in the industry, the people. We are thrilled to be working with young developers and companies at the start of their careers, that show big promise, and it is a joy to support them on their professional journey.

Antti Sõber: From the Events perspective, we work very closely with our BizDev team and organize training sessions for local developers. GameOn is a monthly one-day in-person training session for KSA developers to acquire new knowledge and experience conducted by international partners.

The training sessions are designed to help local developers continuously update their knowledge and upgrade their skill set, allowing them to develop games independently or join a game studio as an employee. By attending the training sessions, developers can learn from industry experts and acquire new skills that are in demand in the industry. In addition, the series will create a supportive community of peers that is connected to global partners and has the means to seek support both locally and globally. 

David Parra: At Nine66, our approach to discovering studios in the MENA region goes beyond publishing. While publishing is important, we prioritize providing comprehensive support throughout the entire game development journey. We actively collaborate with the game development community to understand their unique needs and ensure they have the resources to take their projects to the next level.

When forming partnerships with new developers, we look for shared passion, commitment to quality, and a drive for innovation. Open communication, collaboration, and a shared vision are crucial to establish a strong working relationship. We also consider the potential for growth and long-term success, seeking developers with strategic thinking and a clear understanding of their target audience. By empowering studios and game developers in KSA and the MENA region, we aim to drive innovation and create a thriving ecosystem for game development.

Nine66's Most Popular Services

Ricardo Flores: Nine66 has been acting as an enabler putting its team skills and industry experience working for many of the incubation initiatives already happening in KSA. There’s a big focus on mentorship and helping existing teams and studios to evolve their games to products ready for market. We have also been partnering with other local stakeholders to develop more advanced training programs that focus on art, gameplay programming, and game production. In the near future, we also plan to provide local and global developers with a unique and innovative accelerator program.

Kay Gruenwoldt: Nine66 approaches building the industry from a 360-degree angle. Not only do we support developers with our publishing initiative, but we also help in the very early stages with training programs, mentoring, potential support in funding, as well as vitally important initiatives around events and industry gatherings like IGDA.

As a publishing team in Nine66, we are in a great position to work with all the other initiatives across the company, giving us exposure to the most promising teams and projects that come through our incubation, education, and networking events.

David Parra: At Nine66, we offer a wide range of services to support game developers in the MENA region. One of our most in-demand services is the upcoming launch of the next version of the Nine66 Digital Hub, scheduled for September this year. This platform will provide a comprehensive set of services, including educational programs for game developers and artists, supported by the Saudi Ministry of Culture. Additionally, we are preparing to introduce a digital acceleration program to further empower developers in advancing their projects.

In terms of industry events, we take pride in organizing and supporting various game-related gatherings. Through our online events hosted on the Nine66 Digital Hub, developers have the opportunity to showcase their projects, collaborate, and seek assistance from the community. These events serve as valuable networking opportunities, fostering a collaborative environment where developers can connect, share knowledge, and stay updated on the latest industry trends. By regularly checking our Nine66 Digital Hub, developers can access these in-demand services and stay connected with the vibrant game development community in the MENA region.

Antti Sõber: At Nine66, we believe that events are more than just a way to showcase the latest developments in the gaming industry. We see events as an opportunity to build strong relationships, create meaningful connections, and help to develop the local ecosystem.

That's why our approach to events is centered around building a community of game developers, investors, and industry leaders who are passionate about advancing the industry in the MENA region. We're committed to creating events that not only showcase the latest games and technologies but also provide opportunities for networking, learning, and collaboration.

Here are the events that we are working on:

Nine66's Take on the Future of Gamedev

Ricardo Flores: Studios are already using AI, it's not a new topic in the gaming industry. AI’s have been used for many years to generate NPC or on the technical side UV Maps for textures. The recent AI advances brought full adaptive character development, audio effects, music, and adaptive game mechanics.

As these tools get more common what we will probably see are new skill sets and roles specific to them. 

Kay Gruenwoldt: Over the last decade, the games industry has experienced significant growth and transformation, driven by major trends like the advent and exponential growth of mobile games, the democratization of game development through amazing tools like engines and other development tools, enabling more people to play and create games.

Looking ahead there are key trends we are seeing that we believe will be driving the continued growth in our industry over the coming years. Cloud gaming, AR/VR, AI, and machine learning, as well as procedural generation of content, together with evolving business models around free-to-play, user-generated content, and others are some of the trends that will drive continued growth.

Studios at the forefront of our industry are already employing most of these tools and platforms and will continue to explore, experiment and innovate.

David Parra: The future of game development is expected to witness continued growth, especially in the MENA region and Saudi Arabia, where there is a strong demand for new games and a desire for diversity in game development. Smaller studios will have a remarkable opportunity to create innovative games and achieve global recognition with limited resources and team members. This rapid pace of development will require studios to have access to a supportive digital community that can provide resources and assistance during critical stages of game development.

To keep up with the industry's speed and remain competitive, studios will increasingly adopt AI tools to streamline processes, reduce costs, and enhance efficiency. These tools can be utilized for procedural generation, character animation, and game testing, enabling developers to focus more on creative aspects and deliver high-quality games.

The Nine66 Digital Hub can also help with this growth and fast development, it is designed to drive knowledge sharing and digital learning within the game development community. It will offer a wealth of resources, such as courses, articles, and educational programs, empowering developers with the necessary skills and expertise. The platform will also host online and offline events, including game jams, competitions, and collaborative showcases, enabling developers to connect, collaborate, and share their knowledge and experiences. By creating an interactive and supportive environment, the Nine66 Digital Hub aims to foster innovation and growth in game development throughout the MENA region.

Nine66's Roadmap

Ricardo Flores: We will keep supporting local initiatives and plan to launch new programs to get local and global teams engaged with Nine66. Global reach is one of our goals for 2023. Our aim is to establish Nine66 as a preferred partner for all indie and early-stage game development studios.

Kay Gruenwoldt: On our continued quest to establish Nine66 as a publisher in the MENA region, we are looking at more game releases this year on mobile.

Antti Sõber: We have several more interesting initiatives in planning for 2023, and we are excited to share them with our community as they become finalized. One of our key initiatives is Saudi Games Week. It will bring together gaming industry leaders, investors, developers, and enthusiasts to share their knowledge and experience and network with peers. We are also exploring opportunities to expand our reach globally and create new partnerships that will benefit the gaming industry in the region.

UniGameDev competition benefits university game developers. It's a free competition for university game developers all around the world, on all kinds of games on various digital platforms. It provides a platform for university game developers to showcase their talent and skills on a global stage. By participating, they have the opportunity to gain recognition, win prizes, and build a network with peers from around the world. Additionally, the competition provides an opportunity for university students to gain experience and learn about the industry from industry experts, which can help them transition into the professional world after graduation.
 
GameInvest is a new event series for investors interested in the games industry. Investing in games can be quite different than investing in technology startups, and this is what we will be discussing – what the market is like, how to build a deal flow, and evaluate deals. The event will provide unique insights into the gaming industry and the opportunities it presents for investors. It will also help investors navigate the complex and dynamic gaming industry and understand the key factors that drive success.

Job Fair is an online event for game developers to understand career paths within the industry and get an idea of how they are positioned compared to their peers. Game companies will share their expectations and can hire at the event. The event will be held at the Saudi Games Week at the end of 2023.

David Parra: Our roadmap for 2022-2023 is packed with exciting plans and initiatives. In September 2023, we will unveil the new version of the Nine66 Digital Hub, featuring enhanced functionality and improved ways to connect with the online game development community. Following that, we have scheduled visits to major cities in the MENA region, including Cairo, Abu Dhabi, Dubai, Riyadh, Doha, and Amman, from October to December. These visits will enable us to engage directly with local game development communities, understand their specific needs, and provide tailored digital support.

Additionally, starting in November, we will launch our digital accelerator program, working with the first cohort of studios remotely. This program aims to provide valuable resources, mentorship, and support to help studios accelerate their game development projects. To foster knowledge sharing and collaboration, we will expand our monthly online events within the Nine66 Digital Hub. From October onwards, dedicated monthly events will be held for game designers, game developers, game investors, and game entrepreneurs, featuring international experts who will provide support and insights to the game development community.

Through these initiatives and the continuous development of the Nine66 Digital Hub, we are committed to empowering game developers in the MENA region, providing them with valuable resources, networking opportunities, and support to thrive in the dynamic landscape of game development.

Ricardo Flores, Resident Mentor at the Nine66 Accelerator and Incubation Team

Kay Gruenwoldt, VP of Publishing at Nine66

Antti Sõber, Events Director at Nine66 

David Parra, Vice President of Digital Product and Technology at Nine66

Interview conducted by Ana Kessler