UAE based Colourblind Entertainment to attend the Dubai World Games Expo

Renowned international journalist Riz Khan, show host at Al Jazeera English and formerly of the BBC and CNN, is part of a global team that formed Colourblind to publish and develop games targeted at different cultures around the world.

Khan says it is encouraging to see the region promoting and supporting the video games industry:

"We believe there is a gap in the market with many games currently available produced from a western perspective. Often they are insensitive to Arabs, Asians, Africans and Latinos portraying them as the bad guys who have to be stopped and killed. We are working to breakdown the stereotypes by providing positive role models and 'Sami' is the first of them. The staging of the Dubai World Games Expo shows that the UAE recognizes the huge potential of the industry and the role that local publishers and developers can play and we are happy to support that."

Colourblind is unveiling the first demo of 'Sami' at the DWGE.

It has created Sami and the 'Sharq Warriors' specifically for video gamers from the Middle East region, looking for a hero they can directly relate to, in a dynamic story featuring the latest 3-D graphics.

Sami uses shooting, driving and parkour (free running) skills as he navigates tricky desert, urban and industrial settings.

"We are very excited to give people a first taste of 'Sami' Khan says, "he will be the main character of the 'Sharq Warriors' which we will launch as an online multi-player game in the coming months. The Dubai World Games Expo is a good opportunity for us to get some initial feedback on the character 'Sami' as we continue its development."

Colourblind Entertainment will be located at booth 1222.

The PC (Windows) game will be made available in English and Arabic.

Acclaimed action film star Danny Glover is on the Board of Directors at Colourblind Entertainment and is helping the development of 'Sharq Warriors' as a videogame franchise.

Colourblind has formed a partnership with Louverture Films which was co-founded by Danny Glover and producer/writer Joslyn Barnes.

Video games are the fastest growing sector of the global entertainment according to several reports and the Middle East is clearly a growth area as highlighted by recent activity.

For example, earlier this year Disney localized their Wall E game in Arabic and Warner announced it was investing $500m with the Abu Dhabi Government to promote local media including video games.

Colourblind Entertainment is confident that this fast growing market is ready for its exciting and fully localized concepts and franchise hero characters.