Dubai Media has introduced a new range of gaming and social media solutions in collaboration with Livewire, combining gaming technology, creator partnerships and content-led storytelling to offer advertisers new ways to engage audiences across the UAE.
As gaming increasingly becomes a space for entertainment, social interaction and community building, brands are exploring opportunities to connect with audiences beyond conventional advertising formats. This shift is particularly evident among younger consumers, who engage with games through creators, livestreams and shared digital experiences.
The new offering brings together Livewire’s expertise in gaming marketing, audience intelligence, media and customised experiences with Dubai Media’s content and social storytelling capabilities. The collaboration aims to help brands build awareness, encourage active participation and strengthen audience connections across multiple platforms.
The approach follows an integrated journey in which social content sparks interest, gaming encourages interaction and follow-up content sustains engagement. Campaigns can begin with creators and short-form videos, extend into interactive gaming environments and continue through social highlights, stories and calls to action.
Three Ways Brands Can Engage Audiences Through Gaming
Awareness
The awareness offering helps advertisers reach relevant gaming audiences at scale. Using Gamer.ID audience intelligence and segmentation, brands can identify suitable player groups and connect with them through formats such as in-game billboards, rewarded videos and video overlays.
Engagement
The engagement solution focuses on turning audience attention into active participation. Brands can use gamified media, in-game integrations, creator collaborations and interactive challenges, supported by social formats such as reels, interactive stories and other digital content.
Brand Experience
For brands looking to create more immersive interactions, the brand experience offering combines customised in-game environments with real-world activations. Talent partnerships and media amplification help extend these experiences, encouraging discovery, participation and cultural relevance.
Commenting on the launch, Steve Smith, Executive Director – Commercial Media & Ventures, Dubai Media, says, “Audience behaviour is changing, and our commercial offering needs to evolve with it. By bringing gaming together with Dubai Media’s content and social ecosystem, we can give brands new ways to move beyond traditional advertising and create experiences that audiences actively choose to engage with.”
Expanding Dubai Media’s Commercial Offering
The launch reflects Dubai Media’s broader strategy to develop integrated advertising solutions that extend beyond individual media channels.
By connecting television, digital platforms, social media, creators and gaming, the company aims to help advertisers develop campaigns that follow audiences across different touchpoints rather than treating each channel as a separate opportunity.
For brands, this creates opportunities to combine media reach with interactive experiences and ongoing storytelling. Gaming becomes part of a wider audience engagement strategy, allowing campaigns to move from initial awareness to participation and sustained conversations.
Through its collaboration with Livewire, Dubai Media is expanding its commercial capabilities and offering advertisers new ways to build meaningful connections with audiences across the UAE.
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