From localisation to regulation: MelBet Partners & Affiliates’ strategy for success in MENA

MelBet Partners & Affiliates explains why it sees the MENA region as a promising igaming hub.

Opinion.- The Middle East and North Africa (MENA) market is currently one of the most promising and intriguing regions in the development of igaming. A young, active population, a high level of digitalisation and internet penetration, and a massive passion for sports create unique conditions for operators and affiliates.

Despite all its advantages, the MENA market requires a comprehensive approach, a well-calibrated marketing strategy, and in-depth analytics. The region presents many challenges — from cultural nuances and the mentality of local audiences to the legal uncertainty surrounding gambling in some countries.

Young audience as key growth driver

As of 2025, more than 60 per cent of the region’s population is under 30. This generation has a high level of digital literacy and is used to consuming content online, including sports, games, and social media.

The main advantage of such a target audience is that it’s open to new entertainment formats and quickly adapts to digital services. At the same time, it tends to respond well to new types of marketing campaigns, which gives room for experimentation. As shown by the experience of MelBet Partners & Affiliates in establishing and scaling in the region, with proper localisation, this becomes a powerful source of demand for igaming.

Region of contrasts

The region is diverse in terms of audience, income levels, and degree of digitalisation. In the UAE and Saudi Arabia, nearly everyone has access to the internet and smartphones. But in Egypt or Jordan, the situation is not so straightforward. In 2025, part of the population still uses button phones, while others already have modern smartphones.

Despite this, there is an active trend towards an increase in smartphone ownership among the population. It has been driven by falling device prices, expanding network coverage, and a variety of mobile plans from local operators. This means that, in the near future, the world of igaming will rapidly become accessible to millions of new users every year.

Economy and sport

These two factors are closely linked. The developing economies of North Africa and the Middle East are contributing to the growth of online entertainment. It is particularly evident in the realm of sports, which holds a central place in the cultural code of the region.

Football in MENA is more than just a game. The audience watches not only matches involving local national teams and clubs, but they also actively follow global tournaments and European leagues. It creates peak engagement windows and predictable traffic spikes.

Regulation

According to representatives of MelBet Partners & Affiliates, the legal situation remains “grey”. In some countries, clear rules are already in place, in others, regulation is still being developed, and in certain areas, it is completely absent. Despite this variety, there is a common trend: a shift towards formalisation, player safety, and transparency.

In 2025, a number of new initiatives emerged, and most of them included elements of responsible gaming and advertising control. For operators, this means the need to develop a flexible operational model and be ready to adapt to sudden changes.

Key challenges of the region

The most “dangerous” aspect of working in the region is the legal uncertainty. It is a common trait of rapidly developing GEOs, and those who have been in the game for more than a year know what to expect.

Affiliates need not only to study the legal framework but also to be prepared for sudden changes. For example, today it’s allowed to work with influencers and use them in marketing campaigns, but next week a law may be passed that bans it entirely. At the same time, it’s important to take into account the religious and cultural specifics of the MENA region. A media buyer must literally know how creatives should look and which communication channels to use.

The second point that deserves attention is payment systems. In some countries, the digital payment infrastructure is very limited, so it is necessary to integrate local solutions for the target audience.

What awaits the region in 3–5 years?

Despite a number of unique features and challenges, the region holds enormous potential. Based on the current situation and recent data, MelBet Partners & Affiliates have made several forecasts for the coming years:

• Continued legalisation of gambling and entertainment.
• Emergence of new licences or regulatory bodies in the region.
• Gradual structuring of laws and rules in the igaming sector.
• Growing popularity of eSports and virtual betting among young people.
• Fintech and payment platform evolution. It will not only simplify the experience for local players but also open new opportunities for affiliates.
• A likely reform in advertising and content regulation.
• Increased focus on responsible gaming.

Today, the MENA region represents both a challenge and an opportunity. For those who, like MelBet Partners & Affiliates, are ready to invest in localisation, flexibility, and cultural understanding, the region offers scaling opportunities comparable to Tier-1 markets. But success here is impossible without a clear strategy: simple expansion won’t work. Those who win are the ones who know how to adapt and think long-term.