In the vibrant and fast-growing landscape of the Middle East and North Africa (MENA) gaming and esports scene, one startup is rewriting the rules and championing a vision rooted in trust, structure and cultural fluency. Meet Wadih Al Sayah, a seasoned media and esports strategist and the dynamic co-founder of Al Musaed, a pioneering platform reshaping the business of gaming across MENA. Wadih brings with him a rich history of entrepreneurial leadership and brand strategy, honed through years of global experience across esports, advertising and startup ecosystems.

TFS: Wadih, thank you for joining us. It’s a pleasure to have this conversation and dive into the story behind Al Musaed and your entrepreneurial journey.

Wadih Al Sayah: Thanks for having me. Always excited to talk about this space and share the story behind what drives us at Al Musaed.

TFS: What inspired the launch of Al Musaed and how did your vision for supporting the MENA gaming and esports scene take shape?

Wadih: The idea behind Al Musaed was born out of frustration, but also out of love for the region and the gaming ecosystem here. My co-founder Najib and I were immersed in the MENA esports scene and we were consistently seeing patterns that deeply concerned us.

Behind the scenes, there were shady contracts, prize pool scams and frequent player poaching that harmed both talent and team reputations. Agencies with little to no esports expertise were misguiding brands, leading to ineffective activations. Startups in this space lacked structure and many founders were operating without proper business strategies.

We knew MENA had incredible potential, but it was being drained by inefficiencies and opportunists. So, as entrepreneurs with a deep sense of responsibility to the ecosystem, we launched Al Musaed to serve as a neutral, trusted support player. We wanted to be the team that people could count on for transparency, strategic advice and long-term value.

Using our global networks, insider understanding and ethics-driven approach, we help bring structure to chaos. We’re not just consultants, we are ecosystem builders.

TFS: In a region still evolving in terms of esports infrastructure, what were the biggest challenges you faced and how did you overcome them?

Wadih: One of the biggest challenges we faced early on was the reluctance of people to seek help, even when they clearly needed it. There’s a cultural layer here that’s worth understanding. Many startup founders in MENA operate on passion alone, assuming they know enough. That’s admirable but dangerous.

On the other hand, investors, especially those driven by FOMO, often made missteps by consulting outsiders who lacked understanding of the local dynamics. That resulted in wasted capital, failed projects and disillusionment.

Our way of overcoming this was not by preaching, but by proving. We stayed consistently visible in the ecosystem, offered real value and always spoke the truth, even when it was hard to hear. Over time, people saw the results we delivered and started paying attention. Trust is earned and for us, it’s the foundation of everything.

TFS: How do you personally define success in the context of Al Musaed’s mission?

Wadih: For us, success is measured by the depth of our impact. It’s not about vanity metrics or visibility alone. If we help an investor avoid a multi-million-dollar mistake, that’s success. If we support a founder in structuring a sustainable go-to-market plan, that’s success.

We’ve also seen underdog teams with minimal resources outperform industry expectations because of the tailored support we provided. That kind of outcome-driven work drives us. We’re not here for applause, we’re here to make a difference that lasts.

In this startup journey, the ultimate win is when the ecosystem evolves sustainably and everyone, from creators to corporations – benefits fairly.

TFS: How would you describe the current state of MENA’s gaming industry and what trends will shape its future?

Wadih: MENA’s gaming industry is currently at a pivotal juncture. Esports, particularly in Saudi Arabia, is thriving thanks to the Esports World Cup (EWC) and initiatives led by the Saudi Esports Federation. This momentum is spilling over into the wider region, slowly but surely.

However, when it comes to general gaming, especially game development, we’re still lagging behind. There’s massive consumption, but not enough local creation.

Two trends will shape the region’s future. First, we’ll see significant investments from foreign institutional investors and even from governments beyond Saudi Arabia. Second, we’ll witness the emergence of game studios in the region producing globally successful titles. Once that happens, MENA won’t just be a consumer base, it’ll be a creator hub too.

TFS: What are common misconceptions global players have about MENA and how do you help bridge the gap?

Wadih: The biggest misconception global players have is assuming that global success formulas can be copy-pasted into MENA. That’s simply not true. The cultural, business and regulatory nuances here are distinct.

We’ve seen seasoned international players fail because they didn’t localize their approach properly. They underestimated how differently things work here, from consumer behavior to partnership dynamics.

At Al Musaed, our value lies in bridging that gap. We don’t just offer strategy, we offer cultural fluency, meaningful connections and operational context. That way, global brands can enter the region smarter and more respectfully. That’s where the magic happens, when expertise meets relevance.

TFS: With such a wide service offering, how do you prioritize what to focus on?

Wadih: We’ve built Al Musaed to be fluid by design, because every stakeholder has different needs. A Dota 2 team has different requirements compared to a mobile gaming publisher. We don’t use cookie-cutter solutions.

Instead, we draw on deep grassroots insights and pair them with sharp business acumen. Then, we assemble task-specific experts depending on the situation. This modular approach allows us to deliver custom solutions while maintaining high standards.

This flexibility is a strength, not a constraint. It ensures that every engagement is aligned with our partner’s goals and grounded in real understanding.

TFS: How do you build meaningful partnerships while balancing global expertise and local relevance?

Wadih: For us, partnerships are deeply personal and strategic. We only work with people and organizations we believe in and where we can add real value. We’re not in the business of chasing volume or stacking logos.

Quality and integrity come first. That’s our edge.

By being selective, we maintain the energy and clarity needed to do our best work. We also avoid the trap of over-promising and under-delivering. Whether it’s a local startup or a global brand, we bring the same level of care, rigor and passion.