https://campaignme.com/ :The new commercial offering combines gaming audience intelligence, in-game media and creators with Dubai Media’s social and content ecosystem, giving advertisers new ways to engage audiences beyond traditional media.

Gaming is where audiences play, socialise, create and connect around the content, communities and culture they care about.

For younger audiences in particular, gaming is central to how they spend time and connect. Creators, streaming and shared in-game experiences turn passive viewers into active participants.

Responding to this shift, Dubai Media has introduced new gaming and social solutions powered by Livewire’s game-tech and gaming marketing capabilities, expanding what advertisers can deliver across the UAE.

These solutions combine Livewire’s audience intelligence, media, creators and custom experiences with Dubai Media’s content and social storytelling, giving brands a connected way to build reach, participation and relevance across the UAE.

The approach follows a simple audience journey: social creates the spark, gaming turns attention into participation and content keeps the conversation moving.

Campaigns can start with creators and short-form social content, move into environments where audiences play an active role, then return to social through highlights, stories and calls to action.

Three levels of brand opportunity in gaming

Awareness:
Awareness gives brands a scalable entry into gaming. Gamer.ID audience intelligence and segmentation help identify and reach relevant players through in-game billboards, rewarded video and video overlays.

Engagement:
Engagement turns attention into action through gamified media, in-game integrations, creator partnerships, interactive challenges, amplified through reels, interactive stories and social content.

Brand experience:
For brands seeking deeper participation, Brand Experience is built around immersive activations across gaming and the real world. It connects custom in-game world-building with real-world brand experiences, amplified through talent partnerships and media to drive discovery, participation and cultural relevance.

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.”

Dubai Media’s evolving commercial approach
The launch forms part of Dubai Media’s wider focus on evolving its commercial offering beyond individual media channels.

Rather than treating television, digital, social, creators and gaming as separate products, Dubai Media is creating connected brand experiences that can move across multiple audience touchpoints.

For advertisers, the opportunity is not simply to place advertising around gaming, but to use gaming as part of a broader content and audience strategy – combining reach, participation and storytelling in a more integrated way.

Ultimately, Dubai Media’s approach is about helping brands connect with audiences in more relevant and engaging ways, while continuing to expand its commercial offering beyond traditional media.