Savvy Games Group Partners with Side

Business

11 July 2025 11:51

Side is set to open a new studio in Riyadh, Saudi Arabia, as part of a strategic partnership with Savvy Games Group. The announcement, made following the signing of a Memorandum of Understanding, marks a significant move into the MENA region and is expected to see the studio operational by the fourth quarter of 2025.

The new facility will focus on co-development services, catering to the region’s fast-growing gaming market. With Saudi Arabia’s ambition to become a global gaming hub, Side sees this expansion as a natural fit for its next phase of growth.

“Saudi Arabia is quite possibly the most important market for the global gaming industry right now, especially when it comes to the development scene,” said Deborah Kirkham, CEO of Side. “It's got all the right pieces in play for aggressive growth for UK companies – inviting partners like Savvy, and audience that wants more localised and bespoke content, and the backing of a government who knows how to proactively invest in the future. That combination allows us to bottle lightning in the Saudi marketplace and deliver the kind of excellence Side is globally known for.”

The collaboration with Savvy Games Group, a subsidiary of Saudi Arabia’s Public Investment Fund (PIF), comes amid ongoing global scrutiny of the PIF’s investments due to the country’s human rights record, as highlighted by organizations such as Amnesty International.

Addressing the matter directly, Martin McBride, Side’s Chief Communications Officer, acknowledged the complexity of expanding into the region. “Our decision to partner with Savvy stems from [the] belief [that] great games can be created anywhere, and games that bring excitement to their players should be localised and translated so that everyone can experience them,” he explained.

He continued, “There are over 20 million gamers in the Kingdom of Saudi Arabia – that's 60% of the population. With 71% being under the age of 35, Side is in a perfect position to help bring up a new generation of talent into our industry.”

While geopolitical concerns may influence the pace of growth, McBride emphasized Side’s long-term commitment to supporting the local ecosystem. “Yes, instability in the region could play a factor in how quickly we can grow, but Side firmly believes in the vision of building a gaming hub in Riyadh and will support local developers looking to bring their games to a global audience.”

Importantly, McBride also clarified that the agreement does not involve any investment or equity from Savvy. “The partnership between the studio and PIF doesn't include any ownership stakes or equity agreements,” he noted.

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Tags: Savvy Games Group

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