DMCC and BVAA e.V. bring German entrepreneurs together in Cologne with one of Dubai’s largest international business networks.
One day before the official opening of Gamescom 2026, Cologne was already turning its attention to the international gaming industry. In cooperation with the Federal Association for Emigration Consulting & Foreign Trade Promotion (BVAA), the Dubai Multi Commodities Centre (DMCC) invited entrepreneurs to an in-person exchange on business opportunities in Dubai. DMCC is one of Dubai’s largest and most successful free zones and is home to more than 26,000 registered companies across a wide range of industries.
What started in the morning as a breakfast for entrepreneurs developed into an intensive networking event by early afternoon with discussions, new contacts, and numerous specific questions regarding market entry in Dubai and the MENA region.
The focus was particularly on the gaming industry.
Dubai (and especially DMCC) is strategically building an international gaming ecosystem.: Dubai has been pursuing a clear strategy for several years to establish itself as an international location for gaming, technology, and digital business models.
In his opening speech, Ahmed Bin Sulayem, Executive Chairman and CEO of DMCC, reported on the framework conditions:
With the Dubai Program for Gaming 2033, the Emirate has set the goal of being among the ten most significant gaming locations worldwide by 2033. This includes the creation of around 30,000 new jobs in the gaming sector and the industry contributing an additional approximately one billion US dollars to Dubai's economic output.
"An important role is played by the DMCC Gaming Centre. More than 150 gaming companies are now part of our ecosystem. Developers, publishers, e-sports companies, and technology providers are offered not only specialized business licenses but also access to infrastructure, mentoring, financing partners, international distribution channels, and a comprehensive network," said Ahmed Bin Sulayem.
Ahmed Bin Sulayem, CEO of DMCC
This network concept was also immediately tangible at the event in Cologne.
Not just talking "about" Dubai – but answering specific questions: The direct exchange between the attending entrepreneurs, representatives of the DMCC, and the companies from their international network was particularly valuable. It was less about theoretical location presentations and more about very concrete questions from the entrepreneurial practice.
Among other things, the following questions were discussed:
1. How are intellectual property and IP rights protected in Dubai, and who can companies turn to for legal questions?
Here, the DMCC offers its members a very practical entry point. Through the DMCC Disputes Centre, companies can be connected with specialized legal advisors, among other things, for questions regarding Intellectual Property. As part of the Legal Clinic, an initial free legal consultation of up to 60 minutes is even possible.
Especially for companies that are operating in a new legal and business environment for the first time, such support can reduce an important hurdle when entering the market.
2. Translating only a game is not enough for the Arab market.
Another focus of the discussions was the question of what European game developers need to consider when they want to offer their products for markets in the Middle East. It quickly became clear: A mere translation of an existing game is often not sufficient.
Professional market integration can include not only linguistic localization but also a review of game content, representations, cultural references, and monetization mechanisms.
Especially with in-game sweepstakes, paid random mechanisms, or cash prizes, regulatory and cultural requirements can differ significantly from European markets. In personal exchanges, it was pointed out, for example, that direct cash prizes cannot be implemented easily depending on the design and target market.
However, for developers, this does not necessarily mean they have to forgo corresponding game mechanics. What is crucial is to check products early on against the requirements of the respective target market and if necessary, have them localized accordingly.
There are also specialized providers and partners who can accompany companies from the translation process to cultural and regulatory adaptation.
DMCC is serious about engaging with German entrepreneurs.
It is particularly noteworthy that the DMCC came to Cologne with a large delegation, which included not only more than half a dozen employees but also companies from its own member and partner network. Some of these are also exhibitors at Gamescom.
This created an exchange not only between German companies and a business development organization but directly between entrepreneurs from different countries and industries, which developed into a lively cross-industry exchange throughout the day.
Gaming and artificial intelligence were particularly in focus due to the upcoming Gamescom. However, the DMCC network extends significantly further: In total, more than 26,000 companies from over 180 countries now belong to the DMCC environment. Under the new technology platform DMCC Tech alone, more than 4,000 technology companies from areas such as gaming, AI, Web3, and cybersecurity are brought together.
The DMCC Gaming Centre booth at Gamescom 2026 is located in Hall 04.1 (Booth A011g to B010g) within the Dubai Pavilion.
Foreign trade promotion begins with the right strategy and the right market introduction.
Daniel ten Brinke, President of BVAA, encouraged in his speech the present European entrepreneurs explicitly to engage internationally: "The BRICS countries form a coalition that will gain strength in the coming years. The United Arab Emirates are the perfect gateway to the BRICS countries, and DMCC is once again a perfect partner for market entry. Be creative – and see the opportunities, instead of – typically German – only seeing the risks."
Daniel ten Brinke, President of BVAA
International expansion plans require more than just a good business idea for successful implementation in practice. Fundamental questions need to be answered: Who knows the market? Who can answer regulatory questions? Who understands their own business model? And above all: Who can establish contact with the people on site who can actually help?
Answering these questions requires substantial experience and a reliable network of partners capable of supporting international expansion. Through our close cooperation with DMCC and its extensive business network, BVAA can help companies identify suitable contacts in Dubai more quickly and establish direct connections with them.
This is especially true for gaming and technology, but by no means exclusively for these industries.
From Cologne to Dubai – and back!
Today's exchange has once again shown that international economic promotion works best when entrepreneurs speak directly with each other. After all, business is still done by people.
The fact that DMCC travelled to Germany together with members and partners from its own network also underlines Dubai’s strong interest in closer cooperation with German companies.
With the start of Gamescom on August 26, Cologne will become the center of the international gaming industry in the coming days. However, the discussions of today have already shown that interesting markets and networks are emerging for German studios and technology companies far beyond Europe.
Companies considering market entry into Dubai or the wider MENA region and looking for suitable local contacts can find further information on www.bv-aa.de. You can also feel free to contact our Director for the Gulf region, Mr. Markus Schlenger (m.schlenger@bv-aa.de). We support companies in connecting with the right conversation partners within our international network.
