Gaming Matters Dubai: MENA's moment to lead the future of gaming
Attending Gaming Matters Dubai this year felt like a pivotal moment—not just for the Middle East, but for the global gaming industry. Held at the So Uptown Dubai, the event was a high-energy convergence of creators, investors, brands, vendors, developers, and policymakers. It was a clear declaration: MENA is ready to lead the next chapter of gaming.
From the opening remarks by Dr. Marwan Al Zarouni of the Dubai DET and Feryal Ahmadi of DMCC, the message was clear — Dubai isn't dabbling in gaming; it's investing deeply, long-term. With its 'Gaming 2033' vision, the city aims to become one of the top 10 global gaming hubs. But as was wisely pointed out, building an ecosystem takes time. This isn't about chasing hype; it's about creating sustainable infrastructure, talent pipelines and cultural relevance.
Get your tickets to the Campaign Breakfast Briefing: Marketing Strategies 2025 on May 29, where top industry leaders will gather to unpack game-changing practices within the world of marketing.
The global themes were loud and clear: cross-industry convergence, creator monetization, and emerging market innovation. But what was most encouraging was the commitment to localisation—whether through language, IP, or distribution. Joe Zoghbi from Tencent's Level Infinite shared how PUBG MOBILE is integrating MENA pop culture into its games including custom voice demands from local influencers. That's not just smar — it's essential.
At Ampverse, we've seen the power of hyper-local community building. It's how you create emotional resonance — and long-term loyalty.
A hot topic throughout the sessions was the role of AI in transforming game development and marketing. From reducing content creation costs to enabling more genre diversity beyond the usual RPGs and FPS titles, AI is making gaming more accessible. And as Warren Cho of Microsoft highlighted, AI is also reshaping how we identify and engage gamer cohorts — something we're already exploring at Ampverse.
Meanwhile, indie studios are thriving. Their agility and risk-taking are driving user growth and platform innovation. Timo Krueger from Nielsen called them true disruptors—and I agree. The industry needs their edge.
The line between gaming and mainstream entertainment isn't just blurring — it's vanishing.
Whether it's the huge success of the recent Minecraftmovie, Arkane becoming a Netflix series or Xbox partnering with Gucci, gaming IP is now full-spectrum culture. Sanjog Gupta of JioStar nailed it: we're not in a 'battle for attention' anymore — we're in a war for passion.
Gaming is winning that war because it offers interactivity, community, and storytelling in one package.
Langer Lee from TikTok Gaming reinforced something we've been watching closely: the creator economy is decentralising. It's no longer just about mega-influencers — it's about enabling a diverse, dynamic long tail of creators. TikTok Live Studio and frictionless creation tools are making that happen.
Monetisation was rightly called the lifeblood of this ecosystem. At Ampverse, we're doubling down on platforms and programs that empower creators to build sustainable careers — not just go viral once.
In Dubai, esports isn't just a trend — it's a strategic pillar. Eisa Sharif from the Dubai Sports Council said it best: 'Gamers are absolutely athletes.' The ambition to make Dubai a global esports hub is backed by real investment in talent, infrastructure, and event IP.
Add to that the shift in production quality—now rivalling F1 or Premier League broadcasts—and you have a product that can attract both fanatics and first-timers.
Monetisation models are evolving fast. As Marc Donnadieu of e& pointed out, the average gamer plays 3–5 hours a day — but how you capture value during that time is changing. Direct-to-consumer (D2C), season passes, DLCs, and community-based commerce are the new norm.
One powerful insight: 'If you don't own the relationship with the end user, you don't own your future.' That struck a chord. At Ampverse, that's central to how we think about our virtual world development and community management.
Gaming Matters Dubai was a resounding reminder: the MENA region isn't just participating in gaming—it's shaping its future. From cultural integration and creator empowerment to AI disruption and esports excellence, the momentum is undeniable.
The world is finally waking up to what we've known for years: gaming matters. And right now, it matters most in MENA.
By Charlie Baillie, CEO, Ampverse Group
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Isolation to integration: How lifting Syria sanctions will reboot digital marketing
Despite fourteen years of crippling sanctions, marketers in Syria have built ingenious workarounds using Facebook groups, Telegram channels, and encrypted chats — to keep commerce alive. On May 13, 2025, President Donald Trump announced the lifting of all US sanctions on Syria, signaling a seismic shift: brands and agencies can finally deploy paid ads, leverage global analytics platforms, and reconnect Syria to the SWIFT banking system. his article outlines the immediate implications for digital marketing in Syria—restored ad buying, universal analytics, streamlined payments — and provides a three-phase playbook for agencies and in-market brands to seize this historic moment. Get your tickets to the Campaign Breakfast Briefing: Marketing Strategies 2025 on May 29, where top industry leaders will gather to unpack game-changing practices within the world of marketing. Restoring paid media: Rebirth of digital campaigns in Syria For over a decade, Meta, Google, and LinkedIn ad accounts in Syria were effectively blacklisted. Marketers relied on organic Facebook posts, peer-to-peer Telegram broadcasts, and manual tracking. Now, with sanctions lifted, Syrian businesses can: Reopen Meta and Google ads : Targeted campaigns using lookalike audiences and interest segments become possible again. : Targeted campaigns using lookalike audiences and interest segments become possible again. Leverage LinkedIn ads : B2B firms can run account-based marketing campaigns to reach regional and international buyers. : B2B firms can run account-based marketing campaigns to reach regional and international buyers. Activate programmatic DSPs: DSPs like The Trade Desk can now bid on Syrian IPs, unlocking display and video inventory across the open web. Universal analytics and measurement: From manual to automated Without Google Analytics or Adobe Analytics, Syrian marketers built bespoke UTM-based spreadsheets and used local tools for basic click counts. The sanctions lift enables: Google Analytics 4 and Facebook Pixel : Full-funnel tracking, event measurement, and conversion modeling. : Full-funnel tracking, event measurement, and conversion modeling. Multi-touch attribution : Agencies can now deploy Data-Driven Attribution models to optimize bidding and creative in real time. : Agencies can now deploy Data-Driven Attribution models to optimize bidding and creative in real time. Standardised reporting: Clients will demand dashboards built on universal metrics — sessions, bounce rates, ROAS — boosting agency credibility. Banking reintegration: Fluid ad spend and payments Reconnection to SWIFT is the final piece of the marketing puzzle. Previously, ad payments required complex workarounds—third-party intermediaries, cryptocurrency, or reliance on a handful of regional partners. Post-sanctions: Direct billing : Agencies can fund ad accounts with corporate credit cards and bank transfers, eliminating payment delays. : Agencies can fund ad accounts with corporate credit cards and bank transfers, eliminating payment delays. Digital wallets and e-payments : Integration with STC Pay, Apple Pay, and emerging fintech solutions will streamline in-app purchases and subscription billing. : Integration with STC Pay, Apple Pay, and emerging fintech solutions will streamline in-app purchases and subscription billing. Expanded media buys: With formal banking, larger campaign budgets (SAR 50k+) can be processed, enabling scale for national brand launches. A three-phase go-to-market playbook To capitalise on this transition, agencies should adopt a structured approach: Phase 1 – Quick wins (0–2 months) Pilot paid campaigns : Allocate a modest budget (SAR 5–10 k) to test key segments on Facebook and Google. : Allocate a modest budget (SAR 5–10 k) to test key segments on Facebook and Google. Re-establish presence: Use 'Welcome Back Syria' creative to earn earned media and social shares. Phase 2 – Expansion and retargeting (2–4 months) Retarget website visitors : Deploy dynamic retargeting for cart abandoners using new analytics. : Deploy dynamic retargeting for cart abandoners using new analytics. Email drip campaigns: Leverage Mailchimp or ActiveCampaign to nurture leads captured through paid ads. Phase 3 – Localisation and narrative (4+ months) Localised storytelling : Partner with local influencers and media to craft narratives around reconstruction and renewal. : Partner with local influencers and media to craft narratives around reconstruction and renewal. Cross-platform integration: Sync campaigns across social, search, and DSP for cohesive omnichannel journeys. Risks and mitigations While the reopening is promising, marketers must navigate: Currency volatility : Black-market exchange rates may persist; build buffer budgets. : Black-market exchange rates may persist; build buffer budgets. Regulatory flux : Track new guidance from U.S. Treasury's Office of Foreign Assets Control (OFAC) on permissible transactions. : Track new guidance from U.S. Treasury's Office of Foreign Assets Control (OFAC) on permissible transactions. Trust rebuilding: Consumers may be wary; lead with transparent messaging and verified offers. Conclusion: Seizing Syria's second start Syria's re-entry into the global financial and digital ecosystem is more than a political milestone—it's a marketer's opportunity. By quickly relaunching paid channels, adopting universal analytics, and integrating formal banking, brands can leapfrog from ad-hoc workarounds to world-class campaigns. In a market primed for growth, the first movers will define the post-sanctions era. By Alber Makhoul, Founder and Principal, Sawad Consultation Group
