Redefining the mobile gaming industry

In recent years, Middle East and North Africa (MENA) The region has witnessed a boom in popular gaming applications, with TopTop It is emerging as a major player in the market.

Unlike mainstream mobile games like PUBG or AFK Journey, TopTop took a unique approach by offering users simpler and more accessible mini-games, such as Ludo, Domino, and Okey. The platform also integrates voice chat rooms, creating a social space for users to interact and communicate.

Besides its focus on mini-games, TopTop has been very strategic in its market choices. Since its launch in 2018, the app has focused on the MENA region, tailoring the user experience with culturally relevant design elements – such as lions and falafel as in-app gifts – to suit local preferences.

At first glance, TopTop may seem disappointing, but it has gained amazing traction in its target markets.

This app shows that being an industry leader is not the only path to success. By focusing on a niche market and encouraging users to spend at least an hour a day on the platform, the product can also achieve strong business results.

By a stroke of luck, I had the opportunity to speak with Ziwen and Ray, the product designers behind TopTop. In this blog, I will share valuable insights for gaming industry professionals, and explore how a “humble” gaming app charted its own path and became a “hidden hero.”

Get on the right track

In the past two or three years, TopTop has gained increasing popularity in countries such as Türkiye, Oman and Saudi Arabia. However, few people realize that the app has already been around for six years.

In 2018, the global mobile gaming industry experienced unprecedented growth, with total revenues reaching $54.7 billion. Big players like Mihoyo, Lilith, and FunPlus have emerged and launched their flagship games to a global audience.

Seizing the opportunity of this “blue ocean” market, TopTop launched its version 1.0. However, the team quickly realized that not everyone finds instant success. Ray, one of the early team members, recalls how TopTop went through “a long period of uncertainty” before establishing itself.

Combining gaming and social elements proved to be quite a challenge for the young team. In the beginning, there was no clear direction or marketing strategy. TopTop’s functionality was core, and it was just another “innovation project” within the company’s broader portfolio.

The turning point came in 2021 when Ziwen took on the role of product lead. With extensive experience gained at a prominent Chinese internet company, Ziwen brings a broader perspective and key leadership skills that have proven critical to TopTop’s success.

Ray emphasized how much he learned from Ziwen, especially regarding building trust across departments: “First you need to prove that you are professional, capable of handling difficult tasks, and able to provide value to others.”

Under Ziwen’s leadership, the team has made significant improvements. They fixed long-ignored bugs, built a monetization system from scratch, and hired Arabic-speaking customer service agents to process user feedback in a timely manner.

After several months of modifications, TopTop has become even more attractive. Users can now form teams of four to play mini-games, chat in audio rooms, and exchange virtual gifts. The app experience has been greatly improved by creating a dual system of “Gaming + Voice Chat”.

Be friends with users

For a platform like TopTop, staying in touch with users is essential, especially in a broad and diverse market. Ziwen and his team knew that providing a seamless experience was only the first step. To truly succeed in the MENA market, they had to master the local culture and deeply understand the precise psychological needs of their users.

“Building friendships with users” became the team’s guiding principle, which revolves around listening to user feedback and taking action. During this phase, TopTop attracted talent from different countries, enriching the team with diverse perspectives. Ray and his colleagues also made frequent trips to the Middle East to gain a deeper understanding of local users.

These trips were particularly beneficial for Ray, as they introduced him to the “clash between tradition and modernity” in the region. As a Social Product Manager, Ray has observed firsthand how people in the MENA region connect with each other and entertain themselves.

In one case, Ray observed a group of locals in Jordan sitting quietly, sipping water while watching tourists dancing. This scene brought to mind the image of “users playing music without talking, exchanging virtual gifts and enjoying a quiet sense of companionship.”

Many of the insights and experiences gained in the MENA region were later translated into product features. For example, after noticing the region’s strong family values, TopTop introduced “family badges” to help users foster a sense of belonging. The operations team also implemented group activities designed to strengthen family bonds.

These local features have greatly enhanced user engagement. Ray and his team have been pleasantly surprised to see TopTop develop into a thriving online community, with users actively exploring new ways to play. The team’s role gradually shifted from developers to “discoverers”, as users themselves began creating new gameplay styles.

Ray believes that TopTop has entered a new phase, where the app truly belongs to its users.

Building a better future

By 2024, TopTop has entered a period of rapid growth. Published reports indicate that TopTop’s total revenue increased more than 100% year-over-year in the first half of 2024. Additionally, the platform was featured in Apple’s App Store in May, highlighting its appeal and innovation. These achievements have provided great encouragement and appreciation to the TopTop development team.

With this newfound confidence, the team aimed for greater visibility. In July and August, TopTop released an official song in Türkiye, collaborating with a popular local singer to promote the app. The music video has since garnered over 700,000 views on YouTube.

However, it’s not just the product that evolves, the team members grow as well. Ray, who started as a junior product designer with limited knowledge of the MENA market, is now one of the youngest leaders on the team. He learns how to think like a CEO, dealing with questions about the limitations of the “two-pronged system” and how to estimate market size.

Jibril, a young employee from Yemen, is another success story. He joined TopTop as a Customer Service Representative and, through hard work and passion, developed into a skilled Product Operations Manager.

Ray acknowledges the increasing competition: “Companies from the US, China and beyond are launching similar products, and the ‘gaming + social networking’ space is becoming more crowded.”

He also stated that the core belief within TopTop is to resist the urge to expand rapidly. Many apps aim to become “world number one” by spending heavily on ads, just to attract low-value users.

TopTop advocates a more pragmatic philosophy, focusing on building a highly engaged DAU (Daily Active User) base, even if the number is relatively small. The team believes that as long as these users have strong confidence in the product, TopTop will thrive in the long term.

TopTop’s story is still unfolding, and its simple competitive strategy may be the key to its lasting success.

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