The founder of Rise of the Fearless discusses empowering women in tech, gaming for social good, and why Dubai is the perfect launchpad for emerging markets.
Kanessa Muluneh, founder of Rise of the Fearless, brings a bold and purposeful perspective to the intersection of gaming, Web3, and social impact. Muluneh’s journey — from Ethiopia to the Netherlands, and now Dubai — reflects a deep commitment to creating opportunities for women and underrepresented communities in the digital economy. In this conversation with Tahawultech.com, Muluneh shares how the UAE’s proactive tech environment is enabling visionaries like her to reshape the gaming industry and foster innovation across emerging markets.
Interview Excerpts:
What are your thoughts on the UAE gaming industry and where do you see it heading, especially given the government’s proactive efforts in launching it as a full-fledged sector?
What I’m about to say isn’t necessarily to promote the UAE — it’s simply an observation. I think it’s very smart of the government to focus on building a gaming ecosystem. Right now, Silicon Valley is hard to access, and frankly, I don’t want them on board in my case. I’m focused on emerging markets — Africa and Asia — which are often overlooked or misrepresented.
The UAE, however, is creating the next Silicon Valley, with global access and fewer limitations. It’s not just for one group or nation. Considering the global gaming industry had a dip recently, primarily due to the US economy, it’s vital to look beyond the traditional powerhouses. The UAE government has the foresight — just like it did with crypto and Web3 — by allowing innovators to build freely.
“If you have a good product, you know exactly who to reach out to. That access and openness make the UAE a smart hub for the gaming industry.”
What inspired you to start Rise of the Fearless? What was the trigger behind its inception?
I approached it from a business mindset. I was born in Ethiopia and decided to return to my roots with the intent of creating something meaningful. I realised that for a business to survive in Africa, it must address a widespread problem, not just cater to a niche. During the NFT boom, I started a TikTok channel in my native language, discussing NFTs as a way to practise the language and educate others. I then launched my own NFT project as an informal online class. The game-changer was when someone from rural Africa bought my NFT using crypto. It showed me how digital products and decentralised finance could empower underserved communities. We initially considered launching a marketplace like Amazon but quickly realised logistics were a nightmare. That’s when I turned to gaming, inspired by Axie Infinity’s impact in the Philippines. The youth in Africa needed hope and opportunity. Gaming could give them both — a new industry and a financial future.
How would you encourage more women in the UAE to consider gaming as a career, especially in light of initiatives like the Dubai Programme for Gaming (DPG) under the Dubai Future Foundation?
This applies not only to gaming but to all areas of tech. I don’t believe women should compete directly with men in male-dominated sectors. Instead, they should find niches where their strengths are most valued. For example, women tend to excel in marketing due to our emotional intelligence, and in management or HR roles where interpersonal dynamics matter. In my own team, it’s 95% men — not because I exclude women, but because it’s difficult to find female candidates. Rather than trying to prove we’re better or equal to men, women can strategically enter the industry in roles where we bring unique value — whether it’s marketing, community building, operations, or even as investors. These entry points give us power and influence, and from there, we can grow.
How many daily active users currently play Rise of the Fearless? When can we expect the next version of the game?
We currently have 3,000 daily active users. Marketing has been paused as we’re preparing to launch a new version. The deadline was set for the 20th, but as is common in gaming, deadlines are often missed. So, I would say it should be out within the next two weeks — but to stay safe, let’s just say the next update is expected soon.
Apart from Rise of the Fearless, are you working on any new gaming projects?
Not at the moment. We launched Rise of the Fearless two months ago, and I was very clear that the initial release wouldn’t be perfect — it was more important to get the name out there. The focus now is on improving the game’s performance and user experience. Once revenue starts coming in, our plan is to allocate 10-15% of it to building the gaming industry — whether in the UAE or in Africa. The idea is to bridge both regions and support industry growth outside of Silicon Valley.
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