LunaTone launches Middle East gaming operation in Riyadh
Japanese gaming and esports company LunaTone has launched a new Middle East operation in Riyadh, expanding its presence in Saudi Arabia and the wider GCC.
The Tokyo-based company said LunaTone ME will act as its regional base, connecting partners in Saudi Arabia and the Gulf with its gaming, esports, education and digital content capabilities and networks in Japan and South Korea.
The Riyadh operation will be led by Metab Altawill, LunaTone’s Regional Director for the Middle East, and will focus on gaming and interactive content, esports, education and talent development, as well as partnerships between organisations in the Middle East and Asia.
The move builds on LunaTone’s activities in Saudi Arabia, where the company has been active since 2024.
Its work in the Kingdom has included an esports-focused executive education programme for NEOM leaders in Tokyo, delivered in collaboration with the University of Michigan Ross Executive Education. LunaTone has also partnered with Saudi Electronic University on education and workforce development initiatives covering esports and digital innovation.
Earlier this year, LunaTone and Saudi Electronic University signed an agreement to develop a one-year Diploma in Esports and Digital Innovation. The planned programme covers areas including esports management and operations, digital content, user-generated game development, gaming business strategy and transferable skills for digital careers.
“Saudi Arabia is emerging as one of the world’s most ambitious centers for gaming, entertainment, education, and digital innovation,” said LunaTone founder and CEO Baro Hyun.
Hyun said the establishment of LunaTone ME reflected the company’s long-term commitment to Saudi Arabia and the wider Middle East, with the company seeking to connect talent and organisations in the Kingdom with creative and industry ecosystems in Japan and South Korea.
Altawill said establishing a dedicated presence in Riyadh would allow LunaTone to work more closely with regional partners and develop programmes tailored to local needs.
“We look forward to building lasting relationships with education, government, entertainment, and industry partners across Saudi Arabia and the GCC,” he said.
LunaTone works across gaming and esports as well as education and corporate training. Its gaming-related services include interactive content production, events, marketing, community engagement and industry consulting.
The launch of LunaTone ME gives the company a permanent regional platform as it looks to expand its gaming, esports and education partnerships across Saudi Arabia and the wider Middle East.
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