After successful debut, Middle East’s first major tabletop games con faces new challenge securing publishers amid US-Iran war

Fledgling Dubai board game convention tabletop.me is facing a very different challenge as it prepares for its second year: persuading overseas publishers the commercial opportunity of reaching the Gulf’s growing tabletop market is worth pursuing amid safety concerns around the US-Iran war.

The three-day event, which debuted last November as the Middle East’s first dedicated board game convention, attracted about 3,000 attendees and 55 publishers according to founder Mark Azzam. He told BoardGameWire ahead of the convention’s 2025 launch that he ultimately hoped to create something akin to a “Gen Con of Dubai”, drawing visitors from the UAE and across the region.

The show is aiming for at least 5,000 visitors when it returns between November 6 and 8 this year, Azzam said – but he added that the US war with near-neighbour Iran had already caused some publishers not to return for this year’s event, while others plan to wait until September or October before making a firm decision.

Azzam told BoardGameWire, “The main concern has been staff traveling here. Several publishers have told us that, because of the current situation, their companies are simply not allowing employees to travel to the region for the time being.”

He said that although tabletop.me offers the option to take care of booth builds, staffing, game demonstrator training and product logistics without a publisher representative being present, tighter publisher budgets this year were also factoring into its challenges.

“Many publishers are being more selective this year and focusing on their established convention schedule, such as Gen Con and Essen”, Azzam said, but added: “We believe emerging markets like the Middle East are exactly where brands should invest for long-term growth.”

This year’s show has already signed up companies including Asmodee, Allplay, Dice Throne, Oink Games and Blue Orange Games, alongside TCG brands that participated last year and seven publishers which did not attend the first event, according to Azzam.

But the continuing uncertainty around the US-Iran war makes the task of building an international exhibitor base considerably more complicated than it appeared when tabletop.me first launched.

Dubai and the wider UAE have continued operating as major international business and aviation hubs since the war began in February this year, but the conflict has affected air travel and freight through the region.

Gulf News reported this month that most UAE flights were operating, although airlines continued to warn of cancellations, rerouting and short-notice changes, while the European Union Aviation Safety Agency recently extended an advisory covering UAE airspace until August 31. Reuters reported this week that tensions between Iran and the UAE had again escalated, while shipping uncertainty has persisted around the Strait of Hormuz.

Azzam said those developments had clearly affected publisher decision-making, despite day-to-day life and business activity in Dubai having largely normalised following the most intense period earlier this year.

He said, “From our perspective on the ground, the situation has been much calmer than many people outside the region may have perceived. The first few weeks were a little shocking, as you had never experienced anything like this here before, but the UAE authorities responded extremely well.

“Since the ceasefire on April 8, things have largely returned to normal. The airspace is fully open again, flights have normalised, and Emirates and Etihad Airways are operating as usual. From what we see day to day, life in Dubai feels very safe and business has picked up again over the past couple of months. I have remained in the UAE throughout the entire period and have always felt safe here.

“There has definitely been a difference between the international perception, mostly due to the media, and the reality on the ground in the region. While the news coverage naturally focused on the wider conflict, daily life in Dubai has continued largely as normal, and confidence is steadily returning.”

Azzam, who also runs a trio of Back to Games board game stores across Abu Dhabi and Dubai, said that rather than the conflict denting his retail business, demand had actually risen at points during the last few months.

He told BoardGameWire, “Interestingly, it has almost been the opposite of what we expected! It reminded me a little of the early days of Covid, where more people started spending time at home and looking for ways to connect with friends and family.

“We saw a noticeable increase in demand for tabletop games, particularly TCGs and board games. With many large events cancelled or postponed over the past few months, people seemed to turn toward tabletop gaming instead.

“Rather than seeing a decline, our retail business actually grew during that initial period when the conflict started. It was a pleasant surprise, and now that things have settled down, business has largely returned to normal.”

When asked what he would say to publishers whose management has ruled out attending because of regional tensions, Azzam said, “I would tell them that, if anything, the conflict increased demand for tabletop gaming rather than reducing it. We saw that directly through our retail business, where sales, particularly in TCGs and board games, actually increased as more people turned to the hobby.

“Distribution was affected for the first month or so while freight and logistics adjusted, but that has now completely recovered. Products are arriving on schedule again, and the market continues to grow, with new game stores and cafés opening across the region every month.

“From what we are seeing, thankfully, the long-term opportunity in the Middle East remains just as strong as it was before.”

Azzam has spent more than a decade building businesses around that opportunity.

Spotting a gap in the market, the former airline captain funnelled his savings into launching a small kiosk in The Dubai Mall in 2015, before launching his first Back to Games store in Abu Dhabi six months later.

He subsequently built Back to Games into a three-store operation and became co-owner of publisher and distributor Boardgame Space in 2017. BoardGameWire reported last year that Boardgame Space had localised more than 55 games.

Speaking about the Gulf market for board games in general, Azzam told BoardGameWire, “I think one of the biggest misconceptions is that an internationally successful game will automatically sell well here just because it succeeded elsewhere. In reality, brand awareness and marketing are incredibly important in the Gulf.

“People are much more likely to buy a game they have already seen in social media or online, heard about through creators, or know is trending internationally.

“Presentation also matters. The box needs to clearly communicate the game and look visually appealing, as that first impression is often what generates interest.

“Also, publishers should be aware of some cultural considerations, which is exactly where local partners like us can manage easily. We understand the market and can help publishers present their products in the best possible way for the region.”

Azzam added that the show was spending more heavily on marketing this year, using budget freed up from the “significant” first-year setup costs that came with launching the event.

The show is also introducing a rewards programme designed to encourage attendees to try out unfamiliar publishers and games.

This year’s tabletop.me will take place in Dubai from November 6 to 8.