Saudi Arabia's growing gaming industry has received a significant boost with Jetapult, a global strategic investment company backed by Accel Partners, investing $4.5 million in UMX, a Saudi Arabian game development studio. This investment marks Jetapult’s first venture in the Middle East and North Africa (MENA) region and underscores the strategic importance of the region for the gaming and esports industries. The all-cash deal is expected to accelerate UMX’s growth and enhance its ability to produce culturally relevant gaming content for global audiences.

The Saudi Gaming Market's Rapid Growth

Saudi Arabia’s gaming and esports sector has been expanding rapidly, driven by consumer demand and government initiatives such as the Vision 2030 strategy. The country now represents 39% of the Middle East's gaming revenue, making it the largest market in the region. This has created a unique opportunity for local and international investors to capitalize on the region’s growth potential.

Jetapult’s decision to invest in UMX aligns with its broader strategy of supporting emerging markets such as Southeast Asia, Eastern Europe, and Latin America. The company's “Invest & Operate” (I&O) model combines capital investments with operational support, helping gaming studios scale quickly and efficiently. With $100 million committed to investments over the next five years, Jetapult aims to enable sustainable growth for gaming studios across these key regions.

UMX: Pioneering Saudi Game Development

Founded in 2014 by Ali Alharbi, UMX is one of the first homegrown game development studios in Saudi Arabia. The studio has built a strong reputation for creating mobile games that resonate with local audiences. Its most popular title, King of Steering, has topped the Apple and Google charts across the MENA region, offering a mix of multiplayer racing, drifting, and stunt driving on maps inspired by local landscapes. UMX’s culturally nuanced content, such as off-road desert racing and car modification, has attracted over 70 million downloads and a loyal user base.

Despite its success, this is the first time UMX has raised external capital. The $4.5 million investment will not only provide funding for expansion but also enable UMX to develop games in new genres and target a broader international audience. The studio, which currently employs 72 people, plans to use the funds to scale its existing portfolio, adopt advanced tools like artificial intelligence, and improve user acquisition and monetization strategies.

Jetapult’s Vision for the MENA Region

Jetapult’s co-founders, Sharan Tulsiani and Yash Baid, bring years of expertise from leading global gaming platforms. Tulsiani, the former head of Google Play Games for India and Australia/New Zealand, stated that the investment in UMX is about more than just providing capital. He emphasized the importance of bringing cutting-edge technology and operational expertise to the partnership, ensuring that UMX can enhance gaming experiences across the Middle East’s growing development ecosystem.

This investment is part of Jetapult’s broader mission to transform the global gaming industry by supporting studios with both financial and strategic resources. Through their I&O model, Jetapult aims to help studios adopt best-in-class practices, from analytics to game development processes, positioning them to compete on the global stage.

Boosting Saudi Arabia's Vision 2030

Saudi Arabia’s Vision 2030 has identified gaming and esports as critical sectors for economic diversification, aiming to make the Kingdom a global hub for video game development by the end of the decade. UMX’s growth and success in the local market, combined with Jetapult’s support, aligns well with this vision. The collaboration between UMX and Jetapult is expected to contribute to the development of local talent, while simultaneously elevating Saudi Arabia’s profile within the international gaming industry.

Ali Alharbi, founder of UMX, expressed his excitement about the partnership, calling it a milestone not only for his company but for the Saudi gaming industry as a whole. He emphasized that the collaboration with Jetapult will provide UMX with the tools, expertise, and capital it needs to continue setting new standards in the region.

Jetapult’s investment in UMX marks the beginning of a new era for game development in Saudi Arabia. With the support of Jetapult’s global team of experts, UMX is poised to expand its portfolio, reach new audiences, and explore new game genres that cater to both regional and international players. This partnership exemplifies the growing recognition of the MENA region’s potential in the gaming industry and highlights Saudi Arabia’s emergence as a key player in the global gaming landscape.

As the gaming sector in the Middle East continues to flourish, investments like Jetapult’s in UMX will likely pave the way for more local studios to grow, innovate, and contribute to the industry’s dynamic future.