“If you’re not paying attention to esports and gaming, you’re not paying attention as a marketer.”
Emirates NBD CMO Moadh Bukhash said these words on a Dubai Lynx panel last week.
Aptly named Brands in the Hot Seat, the panel saw Campaign Middle East editor Justin Harper ask top brand leaders about different trends and issues in the creative industry.
As one of the biggest trending topics in the region, gaming is of major interest to these brand leaders.
Adding value to the gamer
“We see gaming as a mean, not a goal,” said Passant El Ghannam, Marketing Director at Heinz. “We see gaming as a way to connect with our consumers, not just to be there.”
She stresses t
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