As we enter the Holy month of Ramadan this year, we’re reminded once again of the massive shift that the pandemic has caused. Once synonymous with nightly gatherings, festive outings, and meals shared with friends and family, Ramadan this year will be significantly less social. However, taking a quick look back at the past year or so, our entire idea of socializing has already been morphed and reimagined. 

With limitations in place, we’ve seen many resort to the world of mobile gaming to fill their time. While we know that the pandemic has caused a massive uptick in mobile gaming in general, it’s worth noting that social mobile games have taken on a life of their own during this time. 

In this article, we’ll discuss how social gaming has become a phenomenon during this socially distanced time. We’ll dive into why social mobile games have become a lifeline for many, while exploring some of Tamatem’s top games as prime examples.

A Safe Way To Socialize

It goes without saying that people have had to restructure their free time and their socializing habits. Stay-at-home orders, masks, and 6 feet apart regulations have heavily limited any social interactions that are permitted. Enter mobile games – mobile games have made way for a safe, entertaining way to pass time while also socializing.

The pandemic has been a catalyst for a social takeover in mobile games. With features like chats and video calls, and character design capabilities, a social gaming evolution is underway. We’re starting to see more and more games that center around social activities, such as shopping or playing cards, that would otherwise take place in person. 

Sweet Escape From Everyday Life

Social mobile games have become a sweet escape from mundane everyday life. In a time where much of the world’s current events are discouraging, escapism is much needed. Unlike other games, social mobile games offer stimulation that goes beyond mindless time passing. 

With multidimensional levels, options to invite friends and virtual spaces that feel like real-life social communities, social mobile gaming offers the sweetness of social interaction right at your fingertips.

Consistency In An Unpredictable World

Social mobile games have taken the shape of a reliable and consistent social network. Much like outings with friends after school or catch-up dinners after work, social games have taken on the taste of social relief that we’re all craving. 

The feeling of safety, fun, and stimulation with friends is like no other – social mobile games make that feeling even more accessible and consistent. No matter what time of day you log on to play, your game is there just as you left it, readily available for you to enjoy with your real life friends. 

Tamatem’s Social Games: Fashion Queen, VIP Baloot & VIP Jalsat

Even prior to the pandemic, Tamatem has been a champion of social mobile gaming. Be it socialized gaming or gamified socialization, the impact of combining mobile games with a social layer is powerful beyond measure. 

Currently, in the socially distanced world we live in, social mobile games are more important than ever in rerouting our unmet need for social interaction. For example, in the MENA region specifically, card games are a huge part of social life and even more so during Ramadan. VIP Baloot and VIP Jalsat are social mobile game platforms that enable players to take part in the card games they love, with their real life friends, all from the comfort and safety of home. 

Similarly, Fashion Queen caters to players who appreciate the social aspect of a game. The game, localized for the MENA region, enables players to embark on a journey to become a Hollywood star. With features like character building and in-game socialization, Fashion Queen has become a stand-out social mobile game in the region. 

All three games have seen major increases in popularity and engagement during this time, making them go-to social outlets for MENA region gamers craving social interaction. To conclude, social mobile games have never been more important than they are now. The need for high quality, culturally relevant, socially powered games is undeniable. While the pandemic is not permanent, a social take on mobile gaming is definitely here to stay. 

Tamatem’s entry point into the MENA mobile games market was localization and its power to yield loyalty. Years later, as an industry veteran, Tamatem is widely regarded as an expert in mobile game localization done right.

Localization paves grounds for your mobile games to be more inclusive to different demographics, regions and cultures. It’s also a great tactic for maneuvering into wider, highly profitable markets that can prove valuable. Mobile game developers must keep in mind the opportunity that comes with localization, but also the large responsibility to do it right. 

In this article, we’ll provide a simplified guide for mobile game localization. With a “Mobile Game Localization for Dummies” sort of approach, we’ll cover:

• A Simple Definition of Localization & Some Elements
• The Benefits of Localizing Mobile Games
• Tamatem Localization Insight: Who, What, Where & Why
• Localizing for the MENA Mobile Games Market

What is Localization? 

A textbook definition of localization describes it as: 

“the process of making a product or service more suitable for a particular country, area, etc..”

The above definition is true for mobile game localization too. In a nutshell, localization is defined just as it sounds. It involves transforming something to make it more locally suited, relevant and understood. When localizing anything, you must take into account the specific region that your content is targeted at. 

In the context of mobile games, the possibilities for localization are endless so it’s important to take a holistic approach. Simply translating the language of a mobile game is not enough to carry out successful localization. 

When localizing a mobile game, the devil is in the detail. Here are some elements to pay immaculate attention to on your mobile game localization journey:

• Correct translation of the language
• Respectful use of relevant cultural idioms
• Proper spoken accents (applicable to audio)
• Authentic representation (character’s features, wardrobe, etc..)
• Gender inclusivity

Note: Partnering with a local mobile game publisher can help you avoid certain pitfalls such as the perpetuation of stereotypes and the disrespectful use of cultural elements. 

Why Localize Mobile Games?

The mobile games industry is on the rise and it’s here to stay. That being said, many of its emerging markets remain untapped or underserved. While this is largely linked to growth and distribution rates of technology and infrastructure in certain regions, lack of localized content is a prevalent contributor too. 

Many regions, like the MENA, are culture-centric. To cater to regions where people are heavily rooted in their language, culture, and traditions, localization is a golden opportunity. Localizing your mobile games will enable you to enter new markets and maximize your game’s monetization potential. It will also build higher engagement and more prominent customer loyalty. The MENA region on its own is one of the fastest-growing gaming markets, with a value of $4.8 billion. 

Here’s the catch: if done wrong, mobile game localization can undermine your brand. In order to reap all the benefits of localizing your mobile game, you mustn’t take it lightly. Incorrect translations or misrepresentations can alienate you from the market you’re attempting to enter. 

Tamatem & Localization: A Look Into Who, What, Where & Why

As a mobile games publisher penetrating the MENA market, Tamatem took the route of localization. By localizing existing mobile games that were already successful in their own right and making them more relatable to gamers in the region, Tamatem struck gold. That’s not to say that our localization process is a walk in the park – it is carried out with extreme attention to detail and target market context.

When localizing your mobile game, outlining your target market is key. Starting out, it was important for us to clarify our “Who, What, Where & Why” to guide our mission. 

Defining your target market, their pain point and their need for localization can be outlined as shown below:

Who: Arabic-speaking mobile gamers

What: Localized games that properly cater to language, culture, and representation

Where: MENA region

Why: The region is amassed with passionate mobile gamers who are largely underserved and misrepresented. A huge gap in the emerging market prompted Tamatem to publish high quality mobile games that cater to the region’s cultural needs, while increasing access and inclusivity in doing so.

Localizing Mobile Games for the MENA Market

If you’re a developer looking to localize for the MENA market, there’s no doubt that partnering with a local mobile games publisher will take you further by leaps and bounds. 

Localization of mobile games for the MENA region is no easy feat. While one must take into account the region as a whole, the MENA market is made up of many different countries, cultures, and accents that you should be privy to. With that in mind, partnering with a top MENA mobile game publisher is the best and most reliable way to go about localizing your mobile game for the region. 

It’s no secret that the job market, both in MENA and all over the world, is rocky. Unexpectedly losing their jobs and businesses, people have been left with career confusion and challenges. As we plan for post-COVID, many will find themselves pivoting into new careers and industries that have proven resilient. One notable area of potential is the mobile games industry.    

Careers in mobile gaming come with exciting opportunities and stimulating learning curves. In the MENA region, mobile gaming is a high growth market with tons of untapped potential. In this article, we’ll touch on some pressing reasons why you should consider pivoting into a post-COVID career in mobile gaming. In doing so, we’ll also dive into some related Tamatem insights.

The Opportunity To Work In What You Know

Contrary to popular belief, a career in the mobile gaming industry is not exclusive to mobile game aficionados only. Most mobile game companies hire full stack in-house teams to build cross-functional departments that operate under one roof, meaning there’s something for everyone. From marketing to UX to product management, and even HR, the industry hires all kinds of talent. While there will be an onboarding and training period at first, landing a job in mobile gaming using your current expertise is not far off.

Some career opportunities offered by mobile game companies can be unexpected. If you think your current career is completely unrelated to mobile gaming, look twice. For example, being a MENA-centric mobile games publisher, Tamatem focuses on localization efforts. As such, we’re always on the lookout for talented translators who can spearhead our game localization processes. At first thought, translators might not ever consider a career in mobile gaming, but it can be a lucrative opportunity that is specific to existing skills. 

Upbeat, Fast-Paced & High Growth Environments

Regardless of your specialization, a job in the MENA mobile game industry can push your career in many exciting directions – the sky’s the limit. Since the MENA mobile gaming market is still emerging, many game publishers, developers and designers in the region operate with a start-up culture. This makes for fast-paced working environments and high growth-high calibre networking opportunities. 

At Tamatem, we have managed to maintain the upbeat work environment that excites our team and propels our growth to this day. We build interdepartmental systems that allow our team members to dip their fingers in unfamiliar areas. We cultivate our team members’ existing talents while pushing them to learn and explore new ones so that every day is exciting. The nature of the industry will definitely steer you into learning new things you may not have expected to.

An Industry On The Rise

Taking a quick look back at the pandemic’s impact on mobile gaming, it’s safe to say that the industry has proven itself to be resilient. During a time where business losses and closures were the common occurrence, mobile gaming has been on the rise, making it a great job market to enter. Pivoting into a more reliable industry with high growth potential, such as mobile gaming, is more crucial than ever. Looking into industries on the rise will enable those navigating the current job market to make more informed career decisions.

As MENA’s biggest game publisher, we’ve experienced a hiring spurt over the course of the pandemic – that alone is testament to the growth Tamatem saw during the past year or so. We’re always on the hunt for experts in their fields to join our growing team and push forward our mission. If you’re interested in pivoting into an exciting new career, the mobile gaming industry is what you’re looking for.

Over a year into lockdowns and social distancing, the pandemic has made its mark on everyone. COVID-19 has fatally affected individuals and families, near and far. 

Many industries have suffered complete shutdowns, resulting in huge financial losses as well as staggering unemployment rates. COVID-19, with its imposing implications, has driven the downfall of once impenetrable industries. But on the flip side, markets such as mobile gaming have shown stability, growth and even expansion in the face of the pandemic. 

This article will assess COVID-19’s impact on mobile gaming. We’ll cover what we’ve learned at Tamatem during this time and explore how our learnings can be applied moving forward. 

COVID-19 & The Mobile Gaming Industry

Mobile gaming has demonstrated continued growth since the onset of the pandemic. With a huge virtual shift, everything from work, education, and even socializing, has become screen-facilitated. The world’s online presence has never been bigger. That, combined with the spike in time spent at home, has led people to dip into mobile gaming more and more. 

Veteran mobile gamers have shown longer playtime and higher spending since the pandemic. The industry has also seen more newcomers tapping in, with mobile game installs increasing by a reported 45% during this time. Purchasing willingness has increased too, with a reported 67% rise in IAR (in-app revenue) during the first half of 2020. Needless to say, mobile games are providing people with much-needed entertainment and escapism during this time.

Tamatem Throughout The Pandemic: Lessons We’ve Learned

Navigating through the pandemic, Tamatem faced a crucial responsibility to all our stakeholders. We wanted zero layoffs for our employees as well as high-quality service and support for our gamers. We were also adamant about maintaining a positive ROI for our partners and developers.

The MENA region was already a high growth market for mobile games. Once the pandemic hit, Tamatem experienced multiplied growth and increased traffic. The start of lockdowns meant more free time at home, so our downloads and engagement rates started to climb. 

Being in the mobile games industry, we were fortunate enough to be dealing with growth rather than loss during COVID. Yet, we had to make a conscious effort to steer the Tamatem ship through the storm with as much agility as possible. We knew that to navigate the high growth high-pressure period, we needed to support our team before anything. We reassured Tamatem employees that their job was here to stay and that we were in this together. We focused on change management to make the transition to work-from-home feel as seamless as possible.  

As we were experiencing high growth, we had to make sure that we were performing just as high too. Seeing many other industries being forced into let-go’s and layoffs, we capitalized on our growth and poured resources into hiring more talent. Growing our team meant that we could operate better and continue delivering to our customers. It also meant that we could work on more partnerships and make plans for new releases, to take our growth further into 2021. 

Where We Go From Here

Although many things remain uncertain due to COVID, now is the time to plan for post-pandemic recovery. As we continue to take Tamatem to the next level, our growth during this challenging time has taught us some key takeaways for the future:

• Agility is always essential, no matter what industry you’re in
• Maintaining growth during tough times takes teamwork and hard work
• The time to pivot careers and investments towards mobile gaming is now
• It’s important to learn from resilient industries in order to readjust and succeed 
• The future of entertainment is mobile

In order to rebuild, we must apply our learnings to our future decision-making. Our best bet is to learn from and tap into industries, such as mobile gaming, that have proven resilient during this time. If there’s anything we’ve learned, it’s that the mobile gaming industry is as resilient as they come.

The future trajectory for mobile gaming is screaming “onward and upward!”, especially in the MENA region. If you’ve lost your job due to the pandemic, don’t be afraid to be agile. Pivoting into a career in mobile gaming is possible, even without previous experience in mobile games. If you’re looking for new investment opportunities to recover incurred losses, MENA mobile gaming is a winning hand. With a projected valuation upwards of $4 billion by 2022, the MENA mobile gaming market is where you should set your sight for the future. 

While the MENA mobile games industry is still rather unpenetrated, you can only imagine what it looked like around a decade ago. Not only were high-quality Arabic mobile games non-existent, but there was no user’s manual on how to enter or navigate the uncharted market. Today, with over 100 million downloads, 3.4 million monthly active users, and a clear vision of our journey from past to present, it’s safe to say that Tamatem has taken the industry by storm.

This article will give you an insightful look at how we were able to do so – we’ll dive into the elements that drove our process from ideation, to execution, to massive growth. 

Striking While The Iron’s Hot

First thing’s first, we knew there was a blaring gap in the MENA mobile games market. The region was underserved, the Arabic language was overlooked and, as a result, an entire market was alienated. Existing mobile games that did target Arabic-speakers were viewed as sub-par, and rightfully so – they did not compete, neither in quality nor quantity, on a global level.

With that in mind, Tamatem trail-blazed its way into the industry with a solid mission to make Arabic-speaking mobile gamers feel seen, heard and served. 

A Localized Approach

Being well-versed in the Arabic market, language, and culture, Tamatem knew what the MENA segment of mobile gamers needed to generate maximum satisfaction. 

We knew two main things:

1. Even without much Arabic content available, Arabs were avid mobile gamers
2. Arabic-speakers were, and still are, hugely culture-oriented and passionate about Arabic

As such, we penetrated the MENA mobile games industry by taking a localized approach. We partnered with global game developers to translate, refine, localize and publish their games in the MENA region. From there, we set out to shift the paradigm by using localization as our go-to-market strategy.

Organic Growth

Since the market was thirsty for culturally-relevant games, we were bringing a highly in-demand product to the table. Many existing global and Western games were already popular amongst MENA mobile gamers. Enter Tamatem’s localized version of those same games, and we started to see them spread like wildfire and top the charts at number 1. 

Proven successful, our localization approach quickly catapulted Tamatem into massive growth.

As a pioneer in the industry, Tamatem naturally started attracting coverage and exposure across the region, which drove more and more growth. With the right time, place and strategy, we fulfilled a major pain point for mobile gamers across the region. As a result, Tamatem grew in popularity, multiplied in size and practically dominated the market.

Our Silver Bullet: Talent, talent, talent!

From day one, cutting corners with our people and talent was never an option. To keep up with the growth and maintain the integrity of our process, Tamatem’s team was, still is, and will always be, our silver bullet. Our talent is our end all be all – the incredible people behind Tamatem are the reason why our success has been unwavering. 

The Tamatem team has always been on the hunt for the best of the best in mobile gaming. As we continue to grow, our eyes remain set on hiring and capitalizing on the region’s talent. A team-focused and unified approach to growth continues to be a non-negotiable priority of ours.

Then and Now

Over the years, we’ve seen Tamatem achieve milestones that have broken records and barriers across the MENA mobile games market. We’ve flipped the industry upside down by mobilizing a wave of high-grade, culture-centric, Arabic content. Going from 4 million downloads in 2014 to over 100 million downloads today, our numbers have changed, but our core identity remains the same. We still focus, every single day, on cultivating top-notch talent and publishing high-quality games that speak to our audience genuinely. 
Having achieved the growth we envisioned and beyond, localization remains at the heart of our process. Our mission is to further support the evolution of the MENA mobile games market by driving investments, resources and global partnerships to the region. If you’re a mobile games developer interested in expanding into the MENA, look no further. Tamatem is always partnering with renowned developers to bring the world’s best games to the fertile ground of MENA mobile gaming.

Simply put, if you’re not investing money into the MENA mobile gaming industry you’re missing out. With over 422 million Arabic speakers and an untapped mobile games market, the MENA region is an investor’s ultimate jackpot.

While MENA boasts one of the world’s highest smartphone ownership rates, online Arabic gaming content is scarce. Despite political unrest, the region’s gaming market is impressively growing at almost twice the global rate. With that in mind, here are the top reasons you should invest in the MENA mobile gaming industry.

It’s An Emerging Market With Profitable Potential

The MENA region is the ultimate emerging market to pump resources into. With tons of idle potential ready to mobilize, the MENA gaming market makes for a highly profitable investment. Infrastructure for mobile networks and technologies is on the rise. Populations across MENA countries are fast-growing and device penetration is booming. The main advantage here is that high quality Arabic mobile games remain limited. The market is not in a state of oversaturation, meaning the time to invest is now.

It’s A Number-Backed High Growth Industry

Arabic is one of the top 5 languages worldwide yet one of the most underserved languages online. Despite the obvious gap, MENA has the highest average rate per paying user in the world. Add more Arabic games into the mix and you’ve got yourself a massive industry that’s ready to multiply in size. With a high smartphone owner to mobile gamer ratio, the MENA population is hungry for growth. Since billion-dollar spending on games has already been recorded, MENA mobile gaming is an investor’s pot of gold.

It Has An Impressive Pool Of Local Talent To Capitalize On

To penetrate the MENA region, there’s no doubt that you would need to tap into local talent. The region is home to a pool of top-notch local game designers, publishers and translators. Beyond translation, localization is key for market penetration. The population is passionate about the Arabic language, but it’s also culture-centric. So to capitalize on your investment, you must implement cultural localization. With Tamatem, MENA’s leading mobile games publisher, investors have access to top local talent and an extensive tried and true track record of mobile game localization.

At this point, it’s safe to say that it’s no longer a matter of why or when. It’s a matter of you should invest in the MENA mobile games market sooner than later. High-profit potential, already proven success, and promising growth make it a no-brainer.

The new round of funding is expected to provide a boost to the up and coming studio. It will help with the expansion to more corners of the market and also introduce bigger and better titles

Krafton, the studio behind popular mobile gaming titles such as PUBG, PUBG Mobile, Battlegrounds Mobile India and the latest PUBG: New State has revealed that it has invested $6 million in an Arabic mobile games publisher. Also Read – India shipped 1 million ‘Made in India’ iPhones in Q1 2022: Report

The Arabic studio, Tamatem Games underwent an investment round with more investors such as Venture Souq and Endeavor Catalyst, apart from Krafton. The total investment in this round has been valued at $11 million. Also Read – Call of Duty: Mobile Season 4 Wild Dogs Launches on April 28: All you need to know

The Tamatem studio was founded in the year 2013 and it mainly focuses on developing mobile games for the Arabic-speaking market. The company is based in Amman, Jordan. According to an IANS report, the gaming company has managed to publish over 50 games and has amassed a total of over 100 million downloads. Also Read – HMD Global launches Nokia G21, Nokia 105, Nokia 105 Plus and more in India: Check details

The new round of funding is expected to provide a boost to the up and coming studio. It will help with the expansion to more corners of the market and also introduce bigger and better titles, according to Yonhap news agency.

Established in 2007, Krafton became a major contender in the global video market after its launch of PUBG in 2017.

The battle royale style game, in which users fight to remain as the last person alive, has been hugely popular worldwide, with Krafton selling over 75 million copies of the game for computers and consoles.

Recently, the company launched PUBG: New State, which is set in a dystopian future in the year 2051. The game aims to provide mobile gamers a more PC-like experience by implementing better graphics as well as new gameplay styles.

The game introduces more futuristic vehicles along with some upgraded weapons and an all-new map Troi, alongside Erangel. The studio will be rolling out the first major update after the launch of the game on December 9. The update introduce two new vehicles as well as a new weapon and some additional attachments.

Article By Danny Dcruze
BGR

SEOUL, Dec. 7 (Korea Bizwire) — Krafton Inc., a South Korean gaming giant behind the global smash hit “PlayerUnknown’s Battlegrounds” (PUBG), said Tuesday that it has invested US$6 million in an Arabic mobile games publisher

The investment into Tamatem Games is part of a funding round worth $11 million that includes other investors, such as Venture Souq and Endeavor Catalyst, it said.

Tamatem Games — founded in 2013 and based in Amman, Jordan — is a mobile publisher focusing on the Arabic-speaking market. It has published over 50 games, logging over 100 million downloads.

Krafton said the funds will help Tamatem Games expand its efforts to bring a wider selection of games with bigger and more popular titles to the Arabic market.

Established in 2007, Krafton became a major contender in the global video market after its launch of PUBG in 2017.

The battle royale style game, in which users fight to remain as the last person alive, has been hugely popular worldwide, with Krafton selling over 75 million copies of the game for computers and consoles.

The mobile version of the game has racked up over 1 billion downloads globally, excluding China.

Article By Korea Bizwire
Korea Biz Wire

Jordan-based mobile game publisher Tamatem secured $11 million in a funding round led by South Korean game developer Krafton, as the former seeks to widen its portfolio and set foot into more countries in the MENA region.

Investment companies VentureSouq, Endeavor Catalyst and existing investors also contributed to the fundraising, which Tamatem explained in a statement will be used for efforts to broaden its suite of games tailored to the Arabic speaking market.

It plans to do so by opening new offices and hiring local staff in Saudi Arabia, which it stated is home to 70 per cent of its users, alongside expansion efforts planned for more countries in the region.

“The demand for relatable and enjoyable mobile games is higher than ever and our mission is to provide our region with the best gaming experience possible”, Tamatem CEO Hussam Hammo commented.

Pouring cash into a gaming academy to train, educate and boost employment in the industry is also on the company’s horizon, “in pursuit of pushing market growth and maturity”.

Dubbing itself a “leading Arabic mobile games publisher”, Tamatem estimated its mobile titles accumulated more than 100 million downloads since its launch in 2013. It claimed to have raised more than $17 million in funding since.

Article By Yanitsa Boyadzhieva
Mobile World Live