< Previous20 edge_ june 2024 I n the Middle East’s vibrant business landscape, innovation knows no bounds. Organisations here are not merely dreamers; they are doers, and digital technologies lie at the heart of their endeavours. However, pioneering innovation calls for a mastery of the delicate balance between leveraging standardised and customised systems. The former allows for the latest technologies to be rapidly rolled out, while the latter offers scope for fine-tuning and finessing, a hallmark of brands that go above and beyond. Standard systems are tempting. They ensure that processes and data across an organisation are predictable and able to absorb change because new systems will be similar and, therefore compatible. However, standard systems can be off-putting. They may not grant the flexibility required to grow on the business’s terms. Custom-built systems are also tempting. They offer the freedom to get things just right so that business use cases are 100 per cent fulfilled. Processes and data formats are designed to meet whatever goals are in front of you. Custom- built systems can also be off-putting, though. Change management becomes trickier with the occasional need for a rip-and-replace or an expensive workaround because a new solution cannot replace legacy products. By Vibhu Kapoor, Regional Vice President Middle East, Africa & India, Epicor The standardisation- customisation conundrum Striking the right balance to give your expanding enterprise an edge BUSINESS A middle ground must be sought to ensure ongoing operational efficiency in a growing business, especially one that is about to venture into new markets. Otherwise, the enterprise will be unable to duplicate in new markets the factors that brought such innovation and competitiveness at home. The challenges faced today by GCC businesses will influence the standardisation-customisation trade-off. The bigger your business gets at home and abroad, the more customer segments you will encounter. The same goes for overall market characteristics and regulatory frameworks. Many laws, trade agreements, IP protections, tax regulations, and industry standards may apply when a company moves abroad. This challenge calls for standardisation on the compliance side and customisation to cater to local preferences. This dovetails neatly with cultural considerations, where different hierarchies, leadership styles, and employee expectations may prevail. Systems must be flexible enough to allow remote work and accommodate centralisation needs, should they arise. The market may also determine the technology mix, with ERP, CRM, or BI systems having different levels of relevance depending on the geography and integrating systems to meet a opinionedge_ june 2024 21 local preference? Customise. Preserving the core functionality that makes the helpful solution? Standardise. Meanwhile, customers, employees, and investors have their own needs that will require a mix of standardisation and customisation. Cloud ERP allows for standardisation and customisation, offering core functionality and giving access to business intelligence, financial planning, e-commerce, and workflow automation. Cloud ERP also meets all stakeholders’ critical security and business continuity requirements. Global enterprises use standardised and customised protocols, which can be found in the environments of the hyperscale providers that have launched cloud locations in the Middle East. And so, we solve the seemingly terrible trade-off. Too much standardisation can hold a growing business back. However, too much customisation could do the same if organisational consistency is compromised across business units and locations. A cloud-based ERP suite gives the flexibility to continually adjust the mix, monitor the results, and react quickly. Balancing standardisation and customisation will bring a set of challenges unique to each global enterprise, but some strategies will be common to most. 1. Take stock First, the enterprise must understand its current capabilities to gauge what challenges growth or expansion to new markets would bring to the business in its current form. Conduct a formal review that accounts for the roles of standardisation and customisation across business units. Assess your market position, quantify your competitive strengths, and revisit your customer segments. Consult your corporate mission. 2. Define your destination Where do you want to be, and how soon? Following your review, you will know where you are, allowing you to measure “distance” and understand the gaps that need to be bridged. 3. Plot a course The usefulness of roadmaps cannot be underestimated. The future success of the global enterprise is at stake. It is, therefore, prudent to be clear on how you are getting from where you are now to where you want to be, and what objectives and actions are incumbent upon each stakeholder. 4. Govern decisively Communicate the implementation strategy of standardisation and customisation clearly and ensure firm, experienced leaders are in place. The workforce should have buy-in, which means being informed of the scope, objectives, and principles of any new processes. Employees should also be made aware of their daily responsibilities and level of authority. They should be informed about agreed-upon metrics and how they will measure outcomes and maintain accountability. Sure and steady These broad steps advise enterprises to move decisively without rushing in. Let information be your guide, and never forget about the employees you are trying to empower, the customers you are trying to engage with, or the regulators you are trying to satisfy. The changes described here are significant. Work collaboratively and openly. Involve all relevant stakeholders in all decision-making about standardisation and customisation. If you move iteratively, you will build confidence among your people, who can advise you on further standardisation or customisation opportunities supported by the right cloud-based ERP system. opinion Standardisation v/s customisation finding the right balance is essential for organisations22 edge_ june 2024 cover story POWERING PLAY How AI is transforming the Middle Eastern gaming landscape GAMING By Sindhu V Kashyap edge_ june 2024 23 cover story24 edge_ june 2024 cover story T he Middle East is rewriting the rules of the gaming world, blending ancient cultural richness with technology. In a region known for its rapid urbanisation and innovation, a quiet revolution occurs in the digital realm. Artificial intelligence (AI) is not just an addition to the gaming industry here; it is the lifeblood of a growing ecosystem. With companies like Kinetix, Sandsoft, and The Games Fund leading the charge, the Middle East is poised to become a global gaming power fuelled by AI’s transformative power. “The gaming industry has been one of the first sectors to integrate AI and drive AI innovation,” said Kinetix’s CEO, Yassine Tahi, in a conversation with edge/ reflecting on the rapid changes shaping the industry. “NPCs controlled by AI have become a standard in the industry, especially in sports simulations like EA FC, where the gameplay relies heavily on AI. With the arrival of generative AI (genAI), we see a shift that allows players and developers to produce game assets,” explained Tahi. edge_ june 2024 25 cover story This advent of genAI is more than a technological upgrade; it’s a paradigm shift. AI-driven features like dynamic difficulty adjustments, personalised recommendations, and intelligent NPCs are revolutionising the gaming experience, making games more engaging and lifelike. “We use genAI to let players create custom ‘emotes in-game’ from videos taken on their phones. Our embeddable emote creator works with proprietary machine learning algorithms that analyse any video, identify and extract movements, generate 3D animations, and apply them to player avatars,” Tahi elaborated. Kinetix is at the forefront of this revolution, but they are not alone. Ahmed Sharif, Chief Technology Officer at Sandsoft, underscores the region’s unique position in this transformation. He said, “Mobile gaming is driving MENA’s video gaming growth. As the AAA market has been dominated by legacy organisations from Europe, the US, and East Asia, mobile gaming has provided a fantastic access point for the region. Innovation has been a huge theme in MENA gaming, and as the technology improves, the investment in AI will pay off significantly.” Historically underrepresented in the AAA gaming sector, the MENA region is now harnessing untapped talent. Companies like Tamatem, Nine66, and Sandsoft are producing remarkable results in nurturing local talent and creating homegrown content. “MENA’s demographics offer a huge opportunity, with 60 per cent of the region under 25 and 70 per cent playing mobile games. I see the global video gaming sector making up for lost time and focusing heavily on MENA in the future,” said Sharif. As the industry grows, the Middle East is set to become a dominant player. The emergence of renowned local companies and talent will challenge global incumbents and establish the region as a significant force in the gaming sector. AI generates in-game assets, automates marketing processes, and enhances NPC intelligence. While the total transformation is yet to be realised, AI’s potential to create open-world games from text prompts and enable gamer- developer co-creation signals significant upcoming changes. “Strong government support is a major factor. Many institutions are exploring ways to support the local game development ecosystem,” said Ilia Eremeev, Co-Founder and Managing Partner “MENA’s demographics offer a huge opportunity, with 60 per cent of the region under 25 and 70 per cent playing mobile games. I see the global video gaming sector making up for lost time and focusing heavily on MENA in the future” of The Games Fund. “Additionally, there is a high percentage of female founders in MENA compared to Western regions. Fresh talent is also a key trend, with many MENA companies being started by new talent rather than industry veterans.” Ethical considerations, such as using others’ work in AI training, remain crucial. Ensuring clear ownership of assets, as seen in deals like those between OpenAI and publishers, is vital. Mobile gaming is driving MENA’s video gaming growth26 edge_ june 2024 cover story “A key ethical and commercial issue will always be whether AI uses others’ work in how it is trained and the assets it generates. This can be collections of millions of photographs, artworks, and articles,” Sharif added. Intellectual property protection and content moderation tailored to cultural norms are essential for ethical AI integration in the MENA region. “The UAE established the world’s first Ministry of Artificial Intelligence in 2017, indicating its focus on not just AI development, but also its governance,” said Eremeev. Another important aspect is the moderation of gaming content, which often requires localisation to suit “The UAE established the world’s first Ministry of Artificial Intelligence in 2017, indicating its focus on not just AI development but also its governance says Eremeev. Another important aspect is the moderation of gaming content, which often requires localisation to suit cultural norms” Intellectual property protection tailored to cultural norms are essential edge_ june 2024 27 cover story MENA’s founders are gaining experience and developing more complex games that attract investors cultural norms here.” Organisations like Savvy Gaming Group and Sandsoft have elevated the region’s profile in the global gaming industry. Growth will further benefit from international cooperation and investment, connecting MENA to the worldwide gaming ecosystem. The region’s founders are gaining experience and developing more complex games that attract investors. International regional events and conferences are drawing global players, further integrating MENA into the worldwide gaming community. “Founders are gaining experience and are now ready to develop more complex games that attract investors,” Eremeev noted. “To truly become global gaming hubs, regions should focus on sustainable growth and invest in building the ecosystem beyond financial incentives for grant tourists.” The gaming industry is witnessing significant growth, and AI is a major driving force behind this transformation. Tahi explained, “AI-powered features like dynamic difficulty adjustment, personalised recommendations, and intelligent NPCs have significantly enhanced gameplay experiences. Moreover, AI-driven procedural generation techniques have revolutionised content creation, allowing developers to efficiently generate vast, immersive worlds. Additionally, AI is instrumental in player behaviour analysis, enabling developers to understand player preferences and tailor gaming experiences accordingly.” Kinetix’s innovative use of AI extends beyond emotes. Tahi elaborated, “AI is already widely used by developers to create assets and levels. It allows developers to accelerate their production pipeline and save costs while creating high- quality content more easily. This gives them cover story edge_ june 2024 27 To become truly global gaming hubs, regions should focus on sustainable growth28 edge_ june 2024 cover story more space to focus on other creative tasks and innovate. Thanks to genAI, players can now also become creators. In an era where users like to create and share content, like on TikTok, genAI transfers a bit of the creative power from developers to players, allowing them to work hand in hand to give players what they want.” Sharif emphasised the importance of balancing AI and ethics in gaming. When AI is put in the hands of gamers, it requires moderation. Games want to avoid being flooded with unwanted content damaging the player experience. Gaming AI companies like Kinetix gace provided games with moderation systems. At Kinetix, the moderation system has three layers for maximum safety. First, the videos players send to create emotes are analysed by an AI to detect prohibited content automatically. Then, the 3D animation generated is also moderated since the AI will detect and modify any unwanted movement. Finally, a reactive system allows the game to retrieve easily emotes that have been flagged by other players as offensive. The Middle East’s rapid adoption of AI in gaming is a testament to the region’s innovative spirit. “We’re about to announce a major collaboration with one of the hottest names in gaming AI, which we’re very excited about. We have also market- tested games from developers which heavily use AI in their development processes,” Sharif revealed. This collaboration is expected to enhance further the region’s standing in the global gaming industry. Eremeev highlighted the impact of international collaboration on the region’s growth. “Organisations like Savvy Gaming Group (including Nine66 and Steer Studios) and Sandsoft have significantly raised the region’s profile in the global gaming industry.” The number of new gaming startups has increased, driven by local founders and expats relocating their teams to join the region’s growing ecosystem. In relative terms, the MENA gaming industry still has relatively limited communication and integration with the international ecosystem. Growth will come from cooperation with international investors when more local funds start investing in foreign companies alongside international funds, learning from their GenAI has also allowed players to become creators Growth in the MENA region will come from cooperation with international investors edge_ june 2024 29 cover story experience, and connecting the region to the global ecosystem. The MENA region’s journey in the gaming industry is just beginning, and the growth potential is immense. “To truly become global gaming hubs, regions should focus on sustainable growth and invest in building the ecosystem beyond financial incentives for grant tourists. For example, Cyprus started as a tax haven and evolved into a leading global hub with a strong community and ecosystem,” Eremeev said. As the Middle East embraces these trends, it is poised to become a significant player in the global gaming industry. The innovative integration of AI and a vibrant, growing ecosystem signal a bright future for gaming in the region. With strong government support, a high percentage of female founders, and fresh talent entering the industry, the Middle East is not just participating in but leading the global gaming revolution. Furthermore, the success of AI integration in gaming in the Middle East reflects a broader regional commitment to technological advancement and innovation. As Sharif said, “The future of gaming in the MENA region looks incredibly promising. With the support of both local and international stakeholders and the continued focus on AI and other emerging technologies, we are set to see unprecedented growth and development in this sector.” Eremeev added, “Our focus is not just on immediate gains but on building a sustainable, robust gaming ecosystem that can stand the test of time. We believe in our local talent’s potential and innovation’s power to transform the gaming landscape here in the Middle East.” The Middle East is poised to become a dominant force in the global gaming industry, driven by the innovative use of AI and a commitment to fostering a vibrant, sustainable ecosystem. The region’s journey is just beginning, and the future looks incredibly bright for gaming in the Middle East. To truly become global gaming hubs, regions should focus on sustainable growth and invest in building the ecosystem The future of gaming in the MENA region is about focussing on AINext >