The Middle East has traditionally been a conservative region run on staunch Islamic values. However, several Gulf nations are opening themselves up to Western ways.
The United Arab Emirates (UAE) and Saudi Arabia have taken on projects eerily similar to Western entertainment and business models, particularly in sports and gaming.
Both countries have invested heavily towards global integration, embracing concepts popularised in the United States (US) and the United Kingdom (UK).
The UAE’s surprising decision to license its first lottery scheme is a recent example of this drive towards Westernisation. Saudi Arabia’s domestic football league has also lavishly splashed the cash to elevate it to a world-class standard.
UAE Embraces Regulated Gaming
The UAE established the General Commercial Gaming Regulatory Authority (GCGRA) last year, which was the first step towards accepting gambling in the Emirate.
The country had previously tabooed iGaming, with severe punishment for defaulters. However, the formulation of the GCGRA was a step towards establishing a legal framework for gaming.
The GCGRA recently granted its first gambling license to The Game LLC, a subsidiary of Dubai-based Momentum. They will operate under the banner of the UAE Lottery, offering lottery and other games that cater to player interests.
Historically, countries that legalised lotteries tend to follow it up by opening their doors to other forms of gambling including casinos.
The UAE’s geography and reputation as a tourist destination make it an attractive destination for casino operators. Brick-and-mortar casinos may take time to develop, but the online gambling sector is expected to grow quickly.
Players from across the region, eager to taste the excitement offered by the best Arab casinos online, could have several options available to them.
Saudi Arabia’s Sports Investment
Saudi Arabia has also been striving for global recognition. Saudi Pro League (SPL) clubs have splurged in European markets, looking for high-profile signings to boost the profile of their competition.
The SPL wants to be recognized globally in the same stratosphere as the top European leagues, particularly the Premier League.
SPL clubs have signed international superstars like five-time Ballon d’Or winner Cristiano Ronaldo, Brazilian football icon Neymar, World Cup winner N’Golo Kante and French maverick Karim Benzema.
These marquee signings came in to enhance the profile of the SPL and boost its global visibility. This investment is a well-thought-out move to compete with European leagues and attract international viewers and investors.
These players come from some of the biggest football franchises. They train with the best equipment and facilities. The SPL quickly realized they had to match up the infrastructure of European clubs.
They have invested billions into designing modern stadiums and revamping training facilities to provide an environment that matches the caliber of players on their books.
The Impact of Westernisation
The UAE and Saudi Arabia’s investment in gaming and sports is modernising the Middle East. It shows they are accepting global norms and practices.
The UAE’s gambling regulation is designed to attract international operators and investors. They want to establish themselves as a hub for gaming in the region.
This development will boost the economy and attract tourists interested in gambling. The regulatory framework also aims to raise gaming in the nation to global standards.
Meanwhile, Saudi Arabia has invested in football to diversify its economy, eliminating their overreliance on crude oil revenue.
Saudi Arabia is enhancing its sports culture while creating new economic opportunities through tourism, sponsorship deals, and media rights.
Challenges & Prospects
Even though the UAE and Saudi Arabia have taken steps to embrace Western practices, there are still a few hurdles to overcome to reach their goals.
For the UAE, the success of the gambling regulations will depend on how effectively they implement the regulatory framework and their ability to attract reputable operators.
They must also navigate cultural and social sensitivity around the subject. Many people in the conservative region have still not opened up to gambling, and they will need to integrate it gently.
Saudi Arabia is desperate to transform the SPL into a world-class league, but that goal demands continuous investment and planning.
The SPL revised its strategy this summer, refusing to target players in the twilight of their careers. They want to start attracting players at the peak of their powers.
Beyond buying star players, they must ensure the incoming talents are spread across the league to keep things competitive. Building a strong fanbase will also be crucial for ensuring sustainable growth.
Another challenge will be finding space for local players to grow and develop. Bringing in several superstars from abroad could clog the pathway for the domestic players, and the SPL must ensure balance.