Amazon UNIVERSITY Esports and Deliveroo partner to enhance esports gamers’ experiences in the Emirates

Amazon UNIVERSITY Esports, the foremost esports and education initiative, and Deliveroo, the award-winning delivery service, have unveiled a pioneering collaboration agreement. This strategic alliance is designed to elevate both the gaming and educational spheres in the UAE.

Since its launch in the UAE, Amazon UNIVERSITY Esports has had a huge growth in the number of players and teams, participating universities, and organising competitions and events, becoming one of the leading players in the esports field in the region. The project is being developed in 26 countries on 4 continents and is hosted in the region by MENA Tech Entertainment (a company of GGTech Entertainment).

Deliveroo, the British fast food delivery company, has a significant presence and growth in the UAE. Furthermore, it operates in nine other countries and more than 500 cities.

This collaboration marks a significant step in bridging the gap between esports and education, providing students with unique opportunities to explore their passion for gaming while pursuing academic excellence.

Amazon UNIVERSITY Esports and Deliveroo share a common goal of engaging with the local community. Through various initiatives, including esports tournaments and educational events, they aim to create a vibrant and inclusive space for gamers and learners.

As part of the collaboration, Deliveroo will contribute to the digital innovation initiatives of Amazon UNIVERSITY Esports, ensuring that students have access to cutting-edge technology and resources to enhance their esports skills.

In 2023, the MENA region is the fastest-growing domestic gaming market in the world, with a base of over 377 million gamers. Globally, the total number of gamers reaches an impressive 3.24 billion.

According to the Statista Global Consumer Survey, the UAE leads the world with the highest percentage of adult gamers, with nine out of ten actively participating.

Underlining its commitment to the gaming industry, the UAE is channelling significant investment through initiatives such as ‘Abu Dhabi Gaming’, which was launched just last year. This strategic endeavour aims to nurture regional gaming talent and establish the country as a year-round hub for gaming events.

Mario Perez, CEO of MENATech commented: “We are thrilled to welcome Deliveroo as a key partner in our mission to redefine the boundaries between esports and education. This collaboration is not just about sponsorship; it’s about creating a lasting impact on the lives of students who are passionate about gaming and learning.”

Aysar Joudeh, Senior Brand Manager of Deliveroo, added: “For Deliveroo, this partnership with Amazon UNIVERSITY Esports represents an exciting journey into the dynamic intersection of food, shopping, and gaming. As we continue to witness the extraordinary growth of esports in the UAE and globally, we are thrilled to be part of an initiative that not only enhances the gaming experience for students but also fosters a unique synergy between education and entertainment.

As the UAE leads the world with the highest percentage of adult gamers, we see this collaboration as an opportunity to engage with the local community and create a vibrant, inclusive space for foodies, gamers, and learners alike. We look forward to the exciting journey ahead!”

Amazon UNIVERSITY Esports is made possible thanks to the support of top-level publishers and brands such as Riot Games, Shahid, and Deliveroo.