Vineeta Gogia Vijan, Senior Director at Smartifai & Videx, shares her thoughts on Smartifai’s live-streaming platform – Videx and the potential the live-streaming space holds. She highlights how live streaming enables brands to engage audiences in real time, turning gameplay moments into interactive brand experiences.
According to her, the MENA market, especially Saudi Arabia, presents immense potential for innovative integrations, from in-stream activations to esports partnerships.
“Livestreaming isn’t just content consumption – it’s a direct channel for meaningful engagement.”
Gaming is no longer just entertainment - it’s culture. Across the MENA region, millions of young, connected consumers spend hours daily watching livestreams on platforms like Twitch and YouTube Live. For brands, this shift represents more than just reach — it’s a chance to build authentic engagement in real time, as audiences actively interact with both the content and the community around it.
The Rise of Livestreaming in MENA
The MENA livestreaming market is projected to grow from $8.1 billion in 2024
to $17.8 billion by 2030, reflecting a CAGR of 14.5%. In Saudi Arabia,
the gaming livestreaming market alone is expected to reach $125 million in 2025.
Twitch and YouTube Live are seeing year-on-year double-digit growth, driven by
Gen Z and millennial audiences who prefer interactive, on-demand entertainment
over traditional TV. With esports tournaments, influencer-led streams, and casual
gaming broadcasts, livestreaming has become the new social hub for GCC youth.
Why Brands Should Pay AttentionLivestreaming isn’t passive. It’s participatory. That makes it fertile ground for creative brand integrations that drive both visibility and engagement:
- In-game and in-stream placements: Seamlessly blending products into gameplay moments.
- Snackable call-to-action formats: Encouraging quick actions (“Order now before the game resumes”).
- Real-time reactions: Leveraging hype, tilt, or winning moments to amplify brand messages.
- Esports sponsorships: Partnering with tournaments or creators to build long-term affinity.
Regional Edge
Saudi Arabia’s Vision 2030 is investing heavily into gaming and esports — turning the Kingdom into a global hub. The UAE is positioning itself as a tech and creator economy hub, fueling content creation and livestream adoption. With over 70% of the MENA population under 35, the alignment between youth culture, gaming, and digital-first consumption is undeniable.The Opportunity for Brands
For brands in F&B, telco, auto, entertainment, and retail, livestreaming offers:
- Contextual relevance — Ads that appear at the exact right gaming moment.
- Authenticity — Gamers trust their streamers and engage with branded content if it feels natural.
- Scalability — From niche micro-streamers to massive esports finals, formats can flex to budget and reach.
The Takeaway
Livestreaming is no longer an experimental play for brands in MENA. It’s becoming a mainstream media channel, shaping culture and consumer behavior. Those who act early — and creatively — will not earn just views but deep engagement with a generation that’s impossible to reach through traditional media.
