With gaming audiences growing at record speed across the region, almost rivalling social media in size and engagement, brands have jumped in to leverage the trend with Fortnite concerts, in-game brand collabs and more.
With gaming becoming a bigger part of digital culture, we asked a cross-section of the industry if a gaming strategy will soon become as critical as a social media strategy in the media and marketing mix?
Here’s what the experts had to say:
Rony Skaf
Executive Digital Director, TBWA\RAAD
YES
Can brands afford to ignore 70.7 million prospects – the 92 per cent of under-30s in the UAE, KSA and Egypt? Gaming is growing fast, up 3.3 per cent year-on-year among youth. But
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