As the MENA region’s gaming scene explodes, the narrative is shifting from passive viewership to active creation. The days of simply watching a stream are being replaced by a vibrant, interactive ecosystem where every gamer has the potential to be a creator.
At the heart of this transformation is a new wave of platforms like Bigo Live building the infrastructure for a burgeoning creator economy that is set to define 2026.
The recent MPL MENA Season 8, which wrapped up in November 2025, is a perfect example of this momentum. The tournament, which saw Saudi Arabia’s Team Falcons emerge undefeated, was the series’ most consistently watched event, hitting a peak of over 42,000 viewers and accumulating more than 455,000 hours watched.
For Bigo Live, the strategy was to harness this energy.
As Ian Goh, a spokesperson for Bigo Live, explains, the goal was to move beyond traditional broadcasting. “Our approach… was centred on transforming a global broadcast into a localized, community-driven experience,” he states. By enabling co-streaming and watch parties for Arabic creators, Bigo Live facilitated smaller, more intimate viewing environments, making major events more accessible to a regional audience.
This shift from a one-to-many broadcast to a many-to-many participatory experience is a core tenet of Bigo Live’s philosophy, particularly with their partnership with the popular mobile game Mobile Legends: Bang Bang (MLBB).
“The key differentiator… lies in the shift… to a many-to-many participatory experience,” Goh emphasizes. Features like multi-guest rooms are central to this, creating an interactive environment that fosters a sense of shared experience.
The MENA region, particularly Saudi Arabia, is a key focus for Bigo Live, and for good reason. The gaming and esports industry in the Kingdom is a cornerstone of Saudi Vision 2030, which projects the sector will contribute $13.3 billion to the GDP and create 39,000 jobs by 2030, supported by an existing base of over 21 million gamers. Bigo Live sees a unique opportunity in this landscape. “Beyond the market size, there is a strong cultural appetite for community-driven entertainment,” says Goh. “Our strategy is to build for this region from the ground up, with local teams that understand the cultural nuances.”
This commitment extends to empowering a new generation of digital entrepreneurs. A November 2025 report from Visa revealed that one-third of UAE creators have launched new ventures off the back of their content success, signaling a strong entrepreneurial mindset. With livestreaming projected to become a nearly $18 billion industry in MENA by 2030, Bigo Live is actively fostering this growth. “We are focused on building a structured pathway for creators to professionalize their passion,” Goh explains. Initiatives like the Bigo Mobile Masters (BMM) tournaments and the all-women Bigo Mobile Valkyries tournament provide a stepping stone for aspiring competitive players.
The rise of female gamers in the region is a significant 2025 trend, powerfully highlighted by Tala Al-Mazrou’s historic gold medal win in eFootball at the 3rd Asian Youth Games in Bahrain in October 2025, making her the first Saudi woman to achieve such a feat. Bigo Live is committed to championing this trend. “Tala Al-Mazrou’s victory is a significant milestone, and it reflects a trend that we are actively supporting,” says Goh. “A critical component of this is ensuring a safe and respectful environment, which we address through significant investment in AI-powered moderation and community management tools.”
The integration of AI is another key aspect of Bigo Live’s strategy, especially in a region that ranks second globally in AI adoption. “We utilize AI in three key areas: content discovery, creator tools, and community safety,” Goh notes. This includes AI algorithms that connect users with niche creators, AI-powered tools like real-time translation with localized captions, and robust moderation systems.
From the first-ever FIA-sanctioned esports event held in Jordan in November to the upcoming M7 World Championship for MLBB in December, the region is buzzing with activity.
Ultimately, Bigo Live’s success is tied to its mobile-first approach and its deep understanding of local culture. As Goh puts it, “The future of mobile entertainment is about participating in a culture, not just consuming content.” By providing the tools for community, interaction, and entrepreneurship, Bigo Live is not just a platform for watching games; it’s a space where the next generation of MENA’s digital creators are building their future.
