The money is here
The Gulf is one of the highest-spending mobile markets on earth — yet most of the titles that earn there were built somewhere else and translated in.
MENA-first casual game studio · Dubai
Built for the region, not localised into it.
Not Intended Games builds original casual mobile games natively for MENA — with Arabic-first design, original IP, and in-house publishing and user acquisition. Every decision, from art and UX to distribution, is shaped by a deep understanding of the region.
MENA is a market to design games for — not project games into
For decades the industry treated the region as a place to ship translated games. The next decade's winners are being designed here from the start. That is the studio we are building.
The gap is structural
Studios translate; almost no one designs Arabic-first. Translation isn't localisation. When someone finally builds natively, they own the category for years.
A proven genre, reinvented
We take the coin-looter engine — one of casual mobile's top-grossing formats — and rebuild its core mechanic to fit the region's values: the same thrill, native by design.
Native by construction, not localised after the fact
Our defensibility is Arabic-first design, an original world the audience owns, an active twist on the genre's core loop, and in-house regional publishing.
Designed in Arabic, not retrofitted
Full right-to-left at the engine level — bars, navigation and text flow naturally, rather than being bolted onto an English build after the fact.
An original IP the audience recognises as theirs
Architecture, landmarks and textures rooted in the region — not a foreign game with Arabic subtitles and an orientalist reskin.
An active twist the giants aren't pointed at
Our bank-or-push extraction loop brings something new to the genre while keeping its core strength — hard to replicate as more than a temporary minigame.
User acquisition and go-to-market, in-house
A MENA-first team running its own UA and distribution — cumulated cultural capital and reach, not an outsourced launch.
Why we exist
Games made with regional knowledge, not regional guesswork
Build casual games rooted in Arab culture and designed for Arab players from day one — with every decision, from art and UX to publishing, shaped by a deep understanding of the region.
A stronger gaming ecosystem, built from the inside
Shape a stronger gaming ecosystem in MENA by developing local talent and creating games that represent the region's culture, identity and creativity on a global stage.
First title
Project Amal [codename]
An Arabic-first social-casual game set in a solarpunk Gulf. Players rebuild a settlement out of the ruins, send convoys into the wastes beyond it, and decide — moment to moment — whether to bank the haul or push deeper for more.
Founders
Two founders at the crossroads of publishing and product development, with a combined two decades operating in MENA.
Co-Founder
Bruno Fetter
École Centrale Supélec (Paris), with eleven years working across MENA — three in consulting and private equity, then eight in digital marketing at Criteo and Acquisit, running user-acquisition campaigns for major gaming companies across EMEA.
Co-Founder
Jeremie Lebouc
ESCP Europe (Management), with nine years working across MENA — five in digital marketing at Criteo and ByteDance, and four in MENA game publishing at Tencent.
Let's talk
Investors, publishers and partners — we're always glad to walk through the product, the vertical slice and the regional thesis. Reach us at hello@notintended.games.
Or leave your email to hear from us when the game goes live:
We only use your address to tell you about the launch — no newsletter, no noise.