Esports agency Power League Gaming acquired by Muller & Phipps Middle East Group Holdings

Dubai-based technology distribution company Muller & Phipps Middle East Group Holdings has acquired all company assets of MENA gaming and esports agency Power League Gaming (PLG).

The acquisition sees Muller & Phipps scale PLG’s operations in Dubai with plans to expand into Saudi Arabia in Q4 2024.

According to a press release, PLG’s management, including its CEO Matthew Pickering, will continue leading the business. With the acquisition, Muller & Phipps aims to increase its stake in the gaming and esports market within the MENA region.

Founded in 2017, Muller & Phipps Group is a telecom distributor with operations in the UAE and plans to launch operations in Saudi Arabia. The organisation is part of the multinational Getz Group and has recently added technology solutions company Pedigri Technologies to its portfolio of brands.

Also headquartered in Dubai, gaming and esports agency Power League Gaming’s core business includes managing MENA esports activations, creating gaming and educational content, and hosting gaming events from its 10,000 sqft esports production studios. Since its foundation in 2014, the company has worked with Tencent, Lenovo, Electronic Arts, Riot Games, and more.

In recent years, esports has seen rapid growth within the MENA region, particularly Saudi Arabia, accelerated by major investments and acquisitions by the country’s government, such as Savvy Games Group’s $38bn (~£34.5bn) investment strategy. Announced in 2022, the investment strategy looks to establish Saudi Arabia as a global esports and gaming hub by 2030.

Muller & Phipps is not the only entity that aims to leverage the region’s growth. Several others, such as esports lounge company True Gamers and Sony Group Corporation, have shown interest in MENA’s esports market through expansions, partnerships, and acquisitions.

This month, the International Olympic Committee (IOC) announced a 12-year partnership with the National Olympic Committee of Saudi Arabia. As a result, the inaugural edition of the Olympic Esports Games will take place in the country.

However, some stakeholders have criticised the increasing influence of Saudi Arabia in esports due to the country’s human rights record.