Dubai Media, in partnership with Livewire, has launched an in-depth report on gaming, highlighting it as a multilingual, multi-device and multi-dimensional space where brand opportunity meets belonging.
The study was conducted between August and September 2025 in the form of online quantitative surveys with 601 people including Gen Z, millennials and Gen X in the UAE, of whom 12 per cent were Emiratis.
Here are some of the top insights from the report:
Gaming is a lifeline – marketing with meaning
Gaming is more than a hobby. It’s about relaxation and mental health. It is a coping mechanism and a way to stay grounded.
When brands show up with empathy during life’s tougher moments, they become part of the player’s support system and earn long-term trust.
Culture codes – inclusion is imperative
Representation matters to modern UAE players. They actively seek out games that reflect their identity, background and values.
Brands that champion diverse characters and culturally rich narratives not only gain attention but also earn lasting loyalty and relevance in a space where authenticity is everything.
Financially hard times? Gaming still remains a priority
One of the most fascinating findings of the report is that during a crisis or a financially difficult period, gamers may cut back on extras such as in-game skins or battle passes, but their core spend on new games and hardware remains strong.
They would rather give up on coffee, movie tickets, concerts, fancy food or streaming subscriptions than gaming hardware.
UAE gamers view in-game brands positively
Irrespective of their nationality, a majority of the gamers in the UAE stated that they view brands more positively if they have in-game presence, offer a unique experience and reward players for time spent interacting with the brand.
Up to 70 per cent of those surveyed stated that they find in-game brands more relevant than brands on social media.
Cultural representation – a need to do better
For a region that is rich in local culture, heritage and history, and also welcomes expats and students from all around the globe, gamers quite often fail to connect culturally or socially with their virtual in-game ecosystems.
Gamer demographics – moving past the stereotypes
The prevailing perception that consumers in the Middle East who prefer gaming are young and have high-tech PC set-ups is flawed.
The survey reveals that out of 7.3 million UAE gamers, a majority are millennials and Gen X. Also, 75 per cent of all gamers surveyed said that mobile phones are their primary preference of gaming device.
Find out more about the LiveWire and Dubai Media partnership here.
