Saudi Gaming Firm Sandsoft and NetEase Form Joint Venture to Publish Games Across MENA
Riyadh-based Sandsoft has partnered with China's NetEase to create a joint company focused on publishing and developing games for the Middle East and North Africa.
Sandsoft, the Riyadh-based games publisher and investor, has announced a strategic partnership with Chinese gaming giant NetEase to establish a joint company specialising in publishing, marketing, managing and developing games across the Middle East and North Africa.
The partnership aims to strengthen Saudi Arabia's fast-growing gaming industry, bringing NetEase's development and operating expertise together with Sandsoft's regional market knowledge and studio network.
Founded in 2020 and affiliated with Ajlan & Brothers Holding Group, Sandsoft focuses on publishing, developing and investing in high-quality game experiences and studios internationally.
The tie-up is part of a broader wave of investment in Saudi Arabia's gaming and esports ecosystem, a priority sector under the Kingdom's economic diversification agenda.