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Shantelle Nagarajan
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The DXTA effect

Shantelle Nagarajan
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DXTA Technology’s Roy Matta discusses the need to transform digital advertising with social AI and in-game brand engagement.

DXTARoy Matta, CRO at W Group and Acting CEO at DXTA Technology.

A teenager in Riyadh logs into his favourite game, not just to play but to connect with friends. A marketer in Dubai watches in real-time as an artificial intelligence (AI) system fine-tunes ad placements, ensuring every dollar spent reaches the right audience. Two different worlds? Not anymore. 
Gaming has become the new social network, and AI has transformed digital advertising from guesswork into precision science. Brands that recognise this shift are redefining engagement patterns; those that don’t are being left behind.
Gaming isn’t a niche pastime; it’s the digital town square. With 3.2 billion players worldwide, gaming has evolved into an interactive and highly social ecosystem. Pla


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Tags:DXTA TechnologygamingRoy MattaSocial AIW Group Holding
the authorShantelle Nagarajan
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.
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