Not Just Expansion: How Side Plans to Help Shape Saudi Arabia’s Games Industry From the Ground Up

When Side revealed plans to open a new studio in Saudi Arabia by late 2025, it could’ve been dismissed as another example of a global studio chasing a fast-growing market. But the company’s ambitions go deeper than that - and if their track record is anything to go by, Riyadh is about to become something much bigger than a dot on the map. For Side, this move isn’t about marking territory; it’s about planting roots.

“We find a site and grow it organically,” said Martin McBride, Side’s Chief Communications Officer. “Look at São Paulo - we started there with less than ten people. Now we’re closing in on 200, and a quarter of them have already been promoted. That’s the kind of growth we’re looking to replicate in Riyadh.”

That growth-first-from-the-ground-up approach isn’t new for Side. It’s how they’ve built successful studios in Braga and São Paulo, two cities not exactly known as gaming capitals - at least not before Side moved in. Their knack for spotting untapped potential and creating jobs, especially for newcomers to the industry, is already part of their brand identity.

Why Riyadh, and Why Now?

According to Jacob Matson, VP of Operations for EMEA, the Saudi opportunity isn’t just promising - it’s uniquely exciting.

“The entrepreneurial spirit I saw when visiting Saudi Arabia was huge,” he said. “There are so many people with amazing ideas for games that reflect their culture, their language - things they’ve never really seen represented. That’s where we come in.”

Matson envisions the Riyadh studio offering services like co-development, localization, and LQA, helping Saudi creators bring their vision to life while also helping those games speak to local audiences.

“We’re not just opening an office. We’re joining a movement,” he added. “The development scene in Saudi Arabia is still young, which makes it the perfect time to collaborate, mentor, and help build an ecosystem that lasts.”

It’s Not About Competing - It’s About Collaborating

Side’s expansion isn’t about stepping in and crowding out the local talent or smaller studios already in play. If anything, they’re actively avoiding competition, especially in the early stages.

“Let’s say there’s already a company in Riyadh offering QA,” Matson said. “Why compete from day one? Let them do that. We’re here to complement the industry, not cannibalize it.”

Instead, Side is positioning itself as a catalyst, offering support and experience where it’s most needed. That includes building out early-career opportunities for locals - a Side hallmark that’s helped people in other regions start their journey in games.

“There are only so many jobs at Epic or Naughty Dog,” said McBride. “But with Side, you can still work on those same AAA titles. We take pride in being the first step for so many people trying to break into the industry.”

A Proven Playbook - Now in the MENA Region

If Side’s approach in Saudi Arabia sounds optimistic, it’s because they’ve done it before - and made it work.

In Braga, the studio went from around 15 employees to over 130 in a short time - with 200 within reach by the end of the year. The same happened in São Paulo, where Side is now one of the largest employers in the city’s creative sector.

“Neither city was known for its games industry,” Matson said. “We helped change that. And Riyadh is next.”

It’s a proven model that Side is confident will resonate in a region where gaming is booming, but the infrastructure is still catching up.

“There’s an entire generation of talented people in Saudi who want to make games - not just play them,” he added. “We’re here to help make that happen.”

Looking Ahead

Side’s Riyadh studio isn’t open yet - it’s expected in Q4 2025 - but the wheels are already in motion. With backing from Savvy Games Group, alignment with Saudi Vision 2030, and a strategy focused on partnership, not disruption, the foundation is solid.

If history repeats itself, it won’t be long before we’re talking about Riyadh the same way we talk about Side's studios in São Paulo and Braga - as another unexpected hub for world-class game development. Because for Side, this isn’t about putting pins on a map. It’s about giving people a place to start - and watching what they build next.