Dubai Media Partnership with Livewire for Next-Gen Gaming Marketing

Objective: Dubai Media aimed to enter the fast-growing gaming and esports sector to diversify audience engagement, innovate advertising technology, and align with Dubai’s Economic Agenda (D33) objectives.

Strategy:Form a strategic partnership with Livewire to leverage their expertise in gaming marketing, adtech, and immersive branded content. Utilize advanced tools like Gamer.ID, a privacy-first identity framework, for precise targeting and deep audience insights. Deploy custom-built immersive in-game activations and branded content programs to engage millennials and Gen Z audiences. Integrate global best practices and data-driven insights to shape next-generation storytelling.

Results:

• Positioned Dubai Media as a pioneer in gaming and esports marketing within the UAE.
• Expanded advertiser offerings to include immersive, measurable experiences across gaming platforms.
• Strengthened Dubai’s role as a hub for media innovation and digital economy growth.
• Enabled brands to engage gaming communities authentically in a rapidly evolving market projected to grow from $17bn in 2024 to $42.6bn by 2033 in the Middle East, with Dubai at the forefront.

Key Insights: The partnership demonstrated the value of combining local media leadership with global gaming marketing expertise. Using cutting-edge adtech and creative activations allowed Dubai Media to transform how advertisers connect with digital-native gamers and esports fans. This case highlights the importance of innovation, collaboration, and data-driven strategies in emerging gaming markets such as Dubai.​