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Anup Oommen
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Dubai Media partners with Livewire to enter next-gen attention economy through gaming

Anup Oommen
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A significant step in Dubai Media's journey to innovate in advertising technology and diversify audience engagement, the partnership with Livewire will enable Dubai Media to offer brands immersive and measurable ways to engage Gen Z and millennial audiences across platforms that shape global culture.

His Excellency Mohamed AlMulla, CEO of Dubai Media.His Excellency Mohamed AlMulla, CEO of Dubai Media, said that this collaboration "unlocks new opportunities for advertisers and strengthening Dubai’s role as a hub for innovation and next-generation storytelling."

Dubai Media has entered into a strategic partnership with Livewire, the global gaming marketing company, to unlock new opportunities in the fast-growing gaming sector.

The collaboration represents a significant step in Dubai Media’s journey to innovate in advertising technology, diversify audience engagement, and align with the Dubai Economic Agenda (D33) by advancing the Emirate’s media and digital economy.

By joining forces with Livewire, Dubai Media is expanding into the attention economy, offering brands immersive and measurable ways to engage Gen Z and millennial audiences across platforms that shape global culture.

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Tags:advertising technologyAttention Economyaudience engagementaverage revenue per userbrandsCultureD33digital economyDubai Economic AgendaDubai MediaFiona MellorGamersgaminggaming sectorGareth LeedingHE Mohamed AlMullaHis Excellency Mohamed AlMullaimmersive experienceIndy KhabraLivewiremeasurementmediaNext GenerationSteve Smith
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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