In the UAE, gaming has evolved into much more than a casual pastime or leisure entertainment; it sits at the heart of how people across generations interact with each other and relate to the world around them.
A recent report released by global gaming marketing company Livewire, in partnership with Dubai Media, reveals that there are approximately 7.5 million gamers in the UAE, of whom more than 30 per cent are female. The report highlights that 12 per cent of gamers in the UAE are Emirati, while expat employees and students make up the remaining 88 per cent of gamers in the country.
Over the past few years, Dubai Media has been actively connecting these diverse consumer audiences with brands by not only creating easier entry points for brands in-game, but also removing the friction associated with content congruity – advertisements that may not fit the theme, genre or atmosphere of the game.
On one hand, the entity has addressed the demand from UAE nationals and residents for more immersive and interactive experiences, while on the other hand it has helped brands overcome challenges around intrusiveness, gameplay interruptions, attribution and the holistic measurement of returns on investment (ROI) within the gaming arena.
Mohamed AlMulla, CEO, Dubai Media, says, “Dubai Media’s strategic partnership with Livewire, which was cemented in 2025, also unlocked new opportunities in the fast-paced sector. The partnership introduced Livewire’s global expertise in gaming adtech, content integration, and brand experiences to the UAE, positioning Dubai Media at the forefront of next-generation media innovation.”
By working with Livewire, Dubai Media will unlock access to advanced tools such as Gamer.ID, a privacy-first identity framework that enables precise targeting and deep audience insights, while also leveraging world class creative capabilities in custom world builds, immersive in-game activations and branded content programmes.
Recent reports also indicate that UAE gamers generate the highest average revenue per user (ARPU) in the region at $84.60. As a result, in the UAE, video games account for more than 57 per cent of the total digital media spend, outpacing video-on-demand and music.
Steve Smith, Executive Director – Commercial Media & Ventures, Dubai Media, explains, “Dubai Media leverages this by offering brands access to a user base that spends an average of 10.8 hours per week within gaming environments. This is a highly engaged, dedicated and high-spend demographic that brands can target through in-game placements.”
Additionally, Dubai Media has aligned with the ambitions of the Dubai Programme for Gaming 2033.
Given the current geopolitical and socioeconomic crisis facing the world, gaming has also become a key arena where UAE citizens and residents cope with anxiety, let off steam, and build bonds that stretch across geographies and world views. This creates a unique opportunity for brands to empathise with various cohorts of hyper-local communities.
David Duffield, GM, EMEA of Livewire, said, “The UAE is one of the most dynamic gaming markets in the world—not just in scale, but in cultural complexity. This research makes one thing clear: gaming here carries emotional weight, cultural meaning, and identity value in ways brands can’t ignore. The opportunity is enormous—but only for brands willing to show up with cultural fluency and authenticity.”
Brands that win are those that not only understand what their consumers are feeling and experiencing but also find a way to engage in two-way conversations in safe spaces where their consumers are willing to vent their fears and frustrations.
Amiral Farid, Director — Commercial Media, Dubai Media, says, “In-game worlds also offer brands the opportunity to personalise their offerings, create custom experiences for individual players, and connect with consumers culturally based on their backgrounds, tradition, history and heritage.”
Dubai Media enables brands to resonate closely with these consumers who want to see themselves reflected on-screen. Playing a key role as a pioneer in innovative technologies within the regional media landscape, the entity is helping brands tap into cultural trends and consumer insights through artificial intelligence-led tools and technologies.
All in all, gaming has become one of the most emotionally charged environments where people choose to spend their time, attention and imagination – and Dubai Media has invited brands into the intersection of all three, where culture is a living, breathing experience.
This is a place where brands can speak to multiple segments without diluting their message.
By weaving campaigns into the platforms, content formats and creative styles that resonate with these communities, Dubai Media is helping marketers reach people in ways that feel familiar, respectful and tailored, rather than generic or forced.
Finally, Dubai Media offers something marketers in every category are hungry for: a bridge between brand-building and community-building.
AlMulla adds, “Gaming here isn’t just a channel; it’s a canvas for ongoing relationships – a place where brands can reward loyalty, celebrate shared passions and even support causes that players
care about.”
By helping marketers design initiatives that live before, during and after the game session, Dubai Media turns one-off activations into ongoing narratives. For seasoned marketers who know that attention alone is not enough, this is where the real opportunity lies: using gaming not just to be seen, but to be genuinely welcomed into the lives of the people they want to reach.
