Savvy Games Group announces partnership to support Side’s expansion into Saudi Arabia

London, United Kingdom – 10 July – Today, award-winning gaming services provider, Side, announces its official expansion and imminent incorporation in the Kingdom of Saudi Arabia. As part of the move, UK-based Side signed a Memorandum of Understanding (MoU) at Side’s London headquarters with Savvy Games Group, Saudi Arabia’s National Champion for Games and Esports. The companies will partner in supporting the growth of the gaming ecosystem in Saudi Arabia. Side also revealed plans to open a physical studio in Riyadh by Q4 2025, which will focus on providing codev services to MENA developers.

“The way we see it, 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 at Side. “It’s got all the right pieces in play for aggressive growth for UK companies – inviting partners like Savvy, an 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 actions outlined in the Memorandum of Understanding (MoU) with Savvy Games Group aligns with Saudi Arabia’s Vision 2030 goals, to diversify the economy and position the Kingdom as a global hub for gaming and digital entertainment. Together, Savvy Games Group and Side will focus on fostering local talent, enhancing the Kingdom’s creative infrastructure, and crucially, delivering best-in-class games to players in the region.

“Having a personal background working with the Middle East’s sports and entertainment industry, I’m really excited to be bringing Side into the region in a big way,” said Jacob Madsen, VP EMEA, at Side. “Working hand in hand with Savvy Games Group means that we can bring our combined expertise together and deliver something meaningful to the region’s output when it comes to gaming. This is really just the beginning of our story here.”

The expansion is a major strategic move for Side, which moved its headquarters to London earlier this year following a full rebrand. The new Riyadh studio, once open, will be a hub for domestic MENA clients while also allowing developers in Saudi Arabia to connect with Side’s global network of studios.

“We are delighted to partner with Side and look forward to supporting the team to enter Saudi Arabia’s vibrant gaming industry and establish their presence here in Riyadh” said Dr. Nika Nour, SVP and Head of International Business Development, at Savvy Games Group. “Our collaboration with Side reflects our shared vision to elevate the global gaming experience and support the next generation of creative professionals in the region.”