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FeaturedOpinion

Gamers, brands and AI

Power League Gaming’s Mustafa Kannas is ready to usher in a new era of interactive engagement

The gaming industry has long been a dynamic and ever-evolving sector, but recent trends reveal a significant shift in how brands and artificial intelligence (AI) are shaping the future for gamers.

The integration of AI technologies and the innovative approaches by brands are not just enhancing the gaming experience but are also redefining the broader cultural and economic landscapes of the industry.

Artificial intelligence has emerged as a pivotal force in the gaming industry, influencing everything from user interfaces to personalised gaming experiences. AI-driven analytics are enabling developers to gain deeper insights into player behaviour, preferences, and engagement patterns.


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Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.