Singapore-based Gushcloud International has entered a multi-year partnership with the Abu Dhabi Investment Office (ADIO) to set up its Middle East and North Africa (MENA) headquarters and a global creator hub in Abu Dhabi.

Gushcloud, which operates in 13 markets and manages creator licensing and services, will use the new hub to expand its operations and services for creators and brands in the region.

The move aims to strengthen Gushcloud’s presence in the MENA region and facilitate collaboration with local partners, governments, and universities.

The company said it will launch initiatives to support talent development, invest in regional creators, and help brands reach new audiences through content creators and influencers.

The Abu Dhabi hub will also act as a base for new partnerships between creators, brands, and investors.

ADIO’s director general said Gushcloud’s expansion supports Abu Dhabi’s ambitions in the global digital media sector.

🔗 Source: Gushcloud

🧠 Food for thought

1️⃣ MENA’s structural advantages create outsized growth potential in creator economy

The MENA region presents unique conditions that make it particularly attractive for creator economy expansion beyond just market size projections.

The region’s creator economy is projected to grow from USD 10.93 billion in 2025 to USD 36.50 billion by 2032, representing an 18.8% compound annual growth rate, significantly outpacing global averages1.

This acceleration stems from high smartphone and internet penetration in key markets like the UAE and Saudi Arabia, combined with exceptional user engagement levels where regional internet users maintain an average of 8.4 social media accounts2.

The behavioral patterns also favor creator-driven content, with youth in the region spending 4-5 hours daily on social media platforms1.

Abu Dhabi’s positioning as a business hub adds another structural advantage, offering creators and companies access to both regional markets and favorable regulatory environments like Golden Visa eligibility mentioned in Gushcloud’s announcement.

2️⃣ Cross-regional partnerships emerge as scaling requirement, not preference

Gushcloud’s Abu Dhabi expansion demonstrates how creator economy companies increasingly need multi-regional strategies to achieve meaningful scale, particularly as growth rates vary dramatically across markets.

Recent Gushcloud developments