Dubai Media has partnered with Livewire to expand its advertising offering in the UAE, combining gaming technology, in-game media, creator collaborations and interactive experiences with its existing content and social media platforms.
The collaboration will give advertisers additional ways to reach audiences beyond traditional media placements, using gaming and social content to build awareness, encourage participation and sustain engagement.
The offering covers three areas: awareness, engagement and brand experience. Advertisers can use audience intelligence and in-game formats, including billboards, rewarded videos and overlays, to reach relevant gaming audiences. Interactive campaigns can incorporate creator partnerships, gamified media and in-game challenges, while more immersive activations can combine customised gaming environments with real-world experiences.
The approach links social content, gaming and follow-up storytelling, allowing campaigns to move from initial discovery to audience participation and continued engagement across platforms.
“Audience behaviour is changing, and our commercial offering needs to evolve with it,” said Steve Smith, executive director – commercial media and ventures at Dubai Media. The partnership, he added, would give brands new ways to move beyond traditional advertising and create experiences audiences actively choose to engage with.
The move forms part of Dubai Media’s broader strategy to develop integrated advertising solutions across television, digital platforms, social media, creators and gaming.
