By Gary Knight, CEO of WOLF
The news that came out of Saudi Arabia recently confirming that the Saudi Public Investment Fund will own nearly all of Electronic Arts (EA) as part of a takeover, going through at present, shows how the centre of gravity in gaming is moving East. The move signals the country’s clear intent to become a dominant player in the global gaming and Esports industry.
Elsewhere in the Middle East, in an increasingly exciting social gaming landscape, WOLF’s social networking app, WOLF Qanawat, is taking a fresh approach by putting games at the centre of community-building in live online entertainment.
WOLF Qanawat’s mobile app and online community platform gives users the opportunity to create, participate in and enjoy live audio entertainment, gaming and social interaction for Arabic-speaking users in the Middle East and North Africa (MENA). It uniquely combines audio shows, chat, community channels, gaming, and topic-specific hubs (including sports) into a single social experience.
The app was specifically created by UK-based SME, WOLF, for Arabic-speaking users, bringing together people from Saudi Arabia, Kuwait, Jordan and Iraq, amongst other countries, creating an online home in which they can entertain and belong. The app has attracted millions of engaged users since its launch in 2020, and it is now focussing on growing a strong gaming offering in response to what its community wants.
Using gaming to build connections
The platform has an ambitious gaming strategy that uses live audio alongside interactive gameplay to create natural icebreakers, helping users build rapport in ways that traditional social apps can’t. Gaming is especially helpful for new app users, who start playing, having fun and interacting with others in the community, creating a desire to become a bigger part of it. The simplicity of this user experience for new users lies in the app’s intelligent chat function that co-exists with the games users play.
Games are embedded within community channels, so players can immediately chat with others before, during, and after gameplay. And real-time interaction enhances competition and social bonding – this is especially true in multiplayer games where communication and friendly banter are part of the experience.
But what truly sets WOLF apart is its user-led innovation strategy, both in terms of developing its social gaming and in the content creation it encourages on the platform. By combining in-platform feedback, market research, and real-time analytics, WOLF develops games that resonate with its audience and iterate quickly, based on how people actually engage.
Dedicated social Gaming Hub
For instance, the app’s new Gaming Hub was launched in mid 2025, rolling out games that users want to play; created, tested and perfected through WOLF’s data-driven strategy, user insight and detailed feedback. Players can enjoy tailored and unique versions of popular games, all requiring two to four players per game, which helps to generate connections, interactions and friendships.
Games in the Hub include Carrom, a game where players use a striker to flick discs into corner pockets on a board, potting pieces before opponents do. Carrom is the perfect game for the app, as it is very popular in the Middle East, where it is a traditional game widely played across the region, including in Saudi Arabia and Kuwait. Not only is the game widely played, it has major cultural significance as it is often played during social gatherings in leisure time, including at special times of the year such as during the holy month of Ramadan.
The smartest part of the Carrom in-app game experience is what actually happens when the game is over. At the end of each session, when users exit the game, they are taken to a part of the WOLF Qanawat community that offers interaction with other users. This is particularly good for new app users, giving them the chance to form friendships and the opportunity to explore, build their confidence and get involved in what that community is doing.
Growing social gaming built on user interests
This year the Gaming Hub will evolve and see more games added, based on what interests and excites users. There will be more opportunities for spectator involvement and monetised gamification mechanics to offer users an elevated in-app experience built on fun and friendship, while growing a community.
The new games introduced in the Gaming Hub are designed to excite current users and entice new users as gaming becomes more popular. The growth of the Hub is key for app devotees who want to take some time away from everyday life, challenge themselves through gaming and form new friendships in the community through the gaming chat function.
Gaming strategy built on industry experience
The new gaming additions in 2026 are a strategic move built on the industry knowledge and expertise of a number of WOLF’s management team including myself. I have a long history of working in the gaming industry, starting my career at EA, followed by my role at SEGA, before later joining WOLF. My colleague Neil Casini, WOLF’s Head of Games, offers a wealth of experience managing major titles for Sony, Disney, and EA. His background also includes extensive development for the full suite of Apple platforms.
Ultimately, the approach of combining user feedback and market research with data-driven decision making and impressive sector experience is what WOLF Qanawat has built its success on, attracting millions of engaged users over the last few years. This evolving approach makes it an industry-leading example of innovation at the intersection of gaming, social interaction, and data intelligence to boost engagement and grow an online community while delivering commercial success for WOLF.