Sandsoft CEO outlines hybrid casual pivot and global expansion ambitions
Summary
Saudi-headquartered Sandsoft is repositioning as a hybrid casual publisher after experimenting with midcore and hypercasual formats
The company grew its team by 34% in 2024 and is launching three new games in March 2025 alone
Its NetEase joint venture (Stellar Gate Games) targets the 380M-player MENA market, with Blood Strike already crossing 50M downloads
CEO David Fernandez brings hands-on pedigree from Candy Crush Friends Saga and Bubble Witch 3 Saga
"2024 has been a truly transformative year for Sandsoft."
01
Hybrid casual bet - market data backs the strategic shift
Hybrid casual global revenue surged 30% in 2024, surpassing $2.1B
In 2023, the segment saw 130+ new games released, a nearly 40% YoY increase
Downloads exceeded 5B in 2023, with revenues already above $1.4B that year
The shift is driven by player-base maturation and saturation of pure hypercasual titles
"Our focus leaned more toward midcore games, but as we saw strong engagement and scalable potential in select projects, we broadened our scope."
02
Sandsoft's 2024 buildout - team, studios, and infrastructure
Team headcount grew 34% in 2024, now representing nearly 30 nationalities
Barcelona studio opened, adding to existing offices in Riyadh, Helsinki, and Shanghai
Publishing infrastructure was scaled to support third-party developers with funding, marketing, and operational support
Three new games are being published in March 2025 from studios in Latvia, Canada, and Brazil
03
Stellar Gate Games - NetEase JV targets MENA at scale
Joint venture with NetEase focuses on bringing world-class titles to MENA's 380M+ player base
Blood Strike surpassed 50M downloads worldwide, with MENA-specific version being optimized
The JV complements Sandsoft's own publishing pipeline rather than replacing it
Localization and cultural optimization are core to the regional go-to-market approach
04
Publishing model - boutique, KPI-gated, and developer-tailored
Sandsoft targets hybrid casual titles that have already passed early market tests
Selection criteria focus on high player engagement metrics and a clear growth path
Support is customized per developer: ad monetization, retention, engagement, or product management
"While we're selective with funding, once key performance indicators are met, we unlock additional resources to drive growth."
Several titles are currently in testing, with potential announcements as early as Q2 2025
05
Geographic expansion - selective and long-term
Southeast Asia and Latin America are on the radar as future expansion targets
No rushed studio openings planned for 2025 - strategy-first approach to new markets
Existing offices are being deepened before adding new footprints
Parent company Ajlan & Bros Holding provides financial stability for measured growth
06
What makes a winning mobile game - CEO's formula
Gameplay must balance instant accessibility with long-term depth
Free-to-play monetization works best when it adds value rather than forcing spend
Localization must go beyond language to include cultural adaptation of content
Community features and in-game events are key drivers of loyal player retention
"The right blend of fun, accessibility, engaging content, and understanding of the market will determine the success of a mobile game."
07
What's next - pipeline, hiring, and portfolio growth
Active hiring across disciplines to scale the team further in 2025
Additional hybrid casual titles expected to launch in the months following March 2025
Sandsoft continues scouting high-potential third-party games to add to its portfolio
Long-term vision centers on becoming a leading mobile publisher in MENA and globally
Events
Companies
Games
Locations
Middle East & North Africa
COMPILED BY GAMES ATLAS EDITORIAL
RELATED ARTICLES
EXPLORE MORE
Comments (0)
No comments yet. Be the first to share your thoughts!