ASBIS leverages global scale to drive robotics and gaming ecosystems
In the first part of his recent interview, Hesham Tantawi, Vice President of ASBIS Middle East, a subsidiary of ASBIS Group, outlined the strategic pivots driving the regional business. The company is distinguishing itself from traditional IT, IoT, and AI solutions distributors by developing specialized niche verticals, specifically in robotics and integrated gaming ecosystems.
Robotics as a competitive edge: The AROS 24/7 Robo Café
A standout feature of ASBIS’s regional portfolio is its foray into automated retail via the RoboCafe. Now in its third iteration, this project serves as a prime example of how the distributor is diversifying beyond “box-moving” into high-tech lifestyle solutions.
- Market deployment. Following a successful pilot at IKEA (Festival City), ASBIS Middle East is targeting rollouts across major malls, schools, and universities in the UAE and Saudi Arabia.
- Operational proof. Mr.Tantawi cited the successful integration of seven units in Limassol as a benchmark. For a distributor, owning such a robotic line provides a unique value proposition in the urban infrastructure and hospitality sectors.
Strategic synergy: leisure and integrated gaming supply chains
The interview highlighted how the subsidiary is identifying niche intersections between high-tech leisure and automation:
- Leisure tech. ASBIS has established partnerships with golf simulator providers. By integrating AROS 24/7 Robo Café units into these digital sports environments, the company is demonstrating how its diverse business lines can complement one another.
- Gaming infrastructure. With the GCC gaming market in a high-growth phase, ASBIS Middle East is leveraging the Group’s global vendor relationships to act as a “one-stop-shop.” The subsidiary now covers approximately 90% of the inventory needs for specialized gaming retailers, spanning from core components to peripherals. This “A to Z” supply chain model allows local partners to centralize their procurement under one house.
- Emerging markets. While the GCC remains a primary hub, ASBIS is actively exploring emerging markets in West Africa. The upcoming engagements in Nigeria, Ivory Coast, and Ghana signal a long-term play to export the ASBIS partnership model. The approach emphasizes collaborative study of local market needs over transactional sales, aiming for sustainable two-way growth.