FitNot Games secures $300k to expand development on culturally-inspired titles

• Founded in 2019, FitNot operates with a lean team of 10 in Cairo.
• The investment comes via Exel by Merak’s $80m gaming accelerator.
• FitNot’s debut mobile title was featured on the App Store Middle East in 2020.
• The studio later struck a publishing deal with MBC Group for three culturally rooted titles.

Egypt-based indie studio FitNot Games has raised 1.1 million riyals ($300,000) to build games with universal appeal. 

The company told PocketGamer.biz that it will use the funds to accelerate development on its first PC game titled ALI, and expand its team with “big plans for the next two years". 

FitNot Games described ALI as a story-driven 2D isometric stealth game of courage and cunning set against the backdrop of Egyptian folklore, where Ali uses his ingenuity to combat injustice during the Mamluk era in Egypt. 

Founded in 2019, FitNot is based in Cairo with a lean team of 10 individuals also operating from Egypt. 

The investment is part of Exel by Merak's recent allocation of $300,000 each in 17 game startups as part of its gaming accelerator. 

Culturally driven 

In 2020, the company's debut title was featured on the App Store Middle East, and in 2021 it became a graduate of the AUC Venture Lab, an award-winning accelerator in the region. 

Soon after, it penned a publishing deal with Dubai-based MBC Group for three of its titles, including the cooking game Chef’s Abu Ashraf Food game and Madame Affaf. 

“At FitNot, our mission is to craft Arabic gaming experiences that authentically represent our culture," said FitNot Games founder Abdallah Elshabrawy. “We prioritise integrating cultural localisation into the very fabric of every game we develop, right from the initial stages. 

“With Merak Capital's support, we're focused on building a gaming portfolio that showcases the best of what we can offer. Our approach centres on combining local storytelling with universal appeal."

Learn more about the MENA games market at Pocket Gamer Connects Aqaba on November 8th to 9th, 2025.