Ampverse Group, a gaming and entertainment company, has introduced Pixel, a new division focused on building gaming communities and facilitating branded experiences across platforms such as Roblox, Minecraft, and Grand Theft Auto, specifically within the Gulf States.
Pixel will design and manage a range of virtual environments, including branded servers, mini-games, digital products, and immersive experiences. These initiatives aim to connect brands with players who are increasingly spending time within virtual ecosystems.
Ampverse Group, founded by executives from Twitch, Universal Music, and Havas, said Pixel would enable brands to reach the 30 million gamers across the Gulf States. Ampverse have previously worked with KFC, Nescafe, Redbull, Burger King, Doritos, Samsung, Mastercard and Oppo.
“We are witnessing a momentous change in how brands increasingly engage with consumers in innovative digital environments,” said Charlie Baillie, CEO of Ampverse Group.
He continues, “Our mission is to both build a portfolio of owned and operated gaming communities and also help brands seamlessly integrate into virtual worlds, delivering authentic and memorable experiences while driving real business outcomes.”
Pixel’s capabilities span game development and publishing, community engagement, cultural localisation, marketing, monetisation strategy, and analytics. Its operations are supported by Ampverse Pulse, the in-house marketing arm launched recently in the Gulf, which provides access to over 30,000 gaming creators and a variety of in-game inventory options, including programmatic ad formats and AI-driven campaigns.
Pixel enters the market ahead of the highly anticipated release of Grand Theft Auto VI, expected in September. Ballie forecasts that the project will generate more than US $3.2 billion in its first year, making it one of the most significant entertainment launches of the decade, and it represents an unparalleled opportunity for brands to engage with a massive global audience through innovative in-game activations and experiences.
“By leveraging these dynamic virtual worlds, Ampverse Pixel is crafting immersive experiences that captivate global audiences and redefine interactive storytelling,” Baillie said. “We have the experience and understanding of the gaming market to help bring companies into this world via a range of branded activations”.
With the global gaming market projected to reach US $280 billion by 2031, platforms such as Roblox and Minecraft are increasingly becoming key brand touchpoints. These environments offer opportunities not just for advertising, but for building immersive, culturally resonant experiences that evolve with player communities.
