Binance brings crypto to the backgammon board this Ramadan

Campaign ME

28-03-2025

This Ramadan, Binance MENA has launched a campaign in an effort to educate individuals over the age of 50 on non-traditional financial investments.
With global studies suggesting a mere eight per cent of crypto investments are made by people over the age of 55, Binance found that the generation gap remains a big challenge for the future of decentralised finance.
To tackle this, the crypto investment platform, with the support of their MENAP agency The Romans, launched Binance, Boomers, and Backgammon — a Ramadan campaign that reimagines how crypto education should work.
Stripping away the jargon that often alienates older generations, Binance took the conversation to a setting where strategy, risk, and opportunity have been debated for centuries — the backgammon table — creating a space for organic, culturally relevant discussions about digital finance.
'Crypto is often seen as a young person's game. One that's volatile, risky, and technically complex. It's not easy to directly engage older audiences in a discussion like this,' said Joe Lipscombe, Partner at The Romans.
By aligning the centuries-old game with crypto strategy, Binance was able to create a unique place setting for a warm-hearted, humourous film that plays on the juxtaposition between tradition and innovation.
The campaign sees Sami Khojali, Growth and Operations Associate at Binance, tasked with pitching crypto as a viable investment opportunity, while attempting to keep pace with some of the country's most celebrated senior backgammon players.
To amplify the initiative further, Binance gifted beautifully-crafted, branded backgammon boards to media and creators during a bespoke iftar at XVA in the Al Fahidi District in Dubai. They then engaged in a number of Binance vs Media backgammon match-ups to celebrate the tradition of the game and the occasion of Ramadan.
Commenting on the campaign, Bana Khalaf, PR & Comms MENAP at Binance said: 'Crypto doesn't have to be intimidating or overly technical — it's about finding the right way to start the conversation. For us, that meant meeting people where they already are: at the backgammon table, during Ramadan, surrounded by family and friends. This campaign isn't about pushing crypto on anyone; it's about making it relatable, approachable, and even fun. If we can get people talking about crypto over a game of backgammon, we've already won.'
The film, under the stewardship of creative director Adham Abdullah, was produced by Dubai-based Liwa.