YaLLa Esports, SNRG Team Up To Boost Qatar's Esports Scene

UAE-based YaLLa Esports, an esports media company and tournament organizer in the MENA region, has announced a strategic partnership with the Qatari esports organization SNRG to support the country’s esports ecosystem and contribute to its development as an esports hub. 

The partnership marks YaLLa Esports’ first expansion into Qatar, and it's an indication of its commitment to the growth of the local gaming and esports industry. SNRG will serve as YaLLa’s official local representative, combining the expertise of both organizations to create opportunities for players, fans, and businesses in Qatar’s gaming scene. 

The collaboration aims to enhance Qatar’s position in regional esports by supporting events, tournaments, and community initiatives. A key aspect of this partnership is the launch of YaLLa Compass Qatar, an esports activation that builds on SNRG’s success with the Qatar Esports Forum.

By integrating their business-to-business (B2B) and business-to-consumer (B2C) event platforms, YaLLa Esports and SNRG aim to offer experiences for gamers, investors, and government stakeholders. Both organizations plan to collaborate with local government entities to support the long-term sustainability of Qatar’s esports ecosystem. 

Founded in the UAE in 2016, YaLLa Esports focuses on providing inclusivity and opportunities for gamers at all levels. Klaus Kajetski, founder and CEO of YaLLa Esports told Inc. Arabia in an interview that, while the esports sector continues to evolve rapidly, monetization and sustainability remain pressing challenges in 2025.

Reflecting on the industry's trajectory, he acknowledged the sector's progress since enduring what he termed the esports' "winter," while also emphasizing the importance of creating sustainable revenue streams to meet the needs of fans, players, and businesses alike. 

YaLLa Esports, in collaboration with SNRG, aims to tackle such challenges by fostering ecosystem development through initiatives like YaLLa Compass Qatar. The initiative, which builds on the success of YaLLa Compass Circuit, is an esports competition that launched its inaugural edition in Abu Dhabi in 2024. Designed to highlight regional talent on the global stage, the tournament garnered 50 million views, five million watch hours, and 30 broadcasts in 15 languages. 

"Through flagship events like YaLLa Compass Qatar, we are merging global expertise with local knowledge to deliver large-scale events that cater to diverse stakeholders," said Kajetski. He also highlighted partnerships with local businesses, sponsors, and government entities as central to creating new revenue opportunities and supporting the esports landscape in the MENA region.

Kajetski also noted that the lessons learned during YaLLa Compass’ inaugural year will be applied to improve the 2025 circuit. "Now in 2025, we can apply all our learnings to deliver an even better Compass 2025 circuit, with strong local partners like SNRG being key to making it happen," he added.  

As part of their broader strategy, YaLLa Esports and SNRG are working to establish Qatar as a key player in the global esports scene. Here, Kajetski highlighted the importance of partnerships with local entities to ensure mutual knowledge transfer and capitalize on local expertise. "Our partners gain a more visible platform by being part of a global tournament organizer, and we benefit from their local expertise," he said.

Kajetski also pointed out that efforts to boost job creation, tourism, and infrastructure development are also integral to his company's long-term plans, with the ultimate aim of contributing to sustainable, long-term ecosystem development. “By hosting events of this scale with a high level of international participation, alongside existing initiatives that Visit Qatar, Qatar Media City, and the Qatar Esports Federation are investing in, we collectively add another major milestone to that roadmap," he said.  

For those seeking to enter the esports market, Kajetski stressed the importance of understanding grassroots gaming culture. "The key is authenticity," he said. "We need to remember that the entire industry was built from the ground up by the gaming community and grassroots gaming culture, long before corporations, federations, and governments with financial drivers became involved."  

As for entrepreneurs, he advised those looking to enter the space to leverage existing skills and explore opportunities in areas such as artificial intelligence (AI), data optimization, Arabic-language content, and local tournament hosting. He also spotlighted the opportunity of building businesses in the nascent sector.

"Working with existing players regionally or globally to build collaborative partnerships can help you scale faster and contribute to building blocks within the existing ecosystem," he explained. "Relatively speaking, the industry is still new, compared to highly established sectors like real estate or banking. So, there are always ways to refine and improve the industry with different skillsets and approaches.” 

Pictured on image: Teemu Koski, Chief Growth Officer at YaLLa Esports, with Ibrahim Samha, founder and CEO, SNRG. Image courtesy YaLLa Esports.