We all know that gaming has been a big thing for a while now and it is an exciting space in the region, given the investments in e-sports and the growing number of players, especially in Saudi and Egypt.
Of course, brands want to be part of this. But we also know that players are demanding, highly engaged and hyper-connected audiences who immediately sense and share any inconsistency when brands want to join the party.
I was lucky to be a juror of the inaugural Entertainment Lions for gaming at Cannes Lions. I want to share the main themes and trends we saw and that brands can leverage and illustrate them with winning work, I loved.
What do marketers need to build successful brands in
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