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Horizon FCB gamifies Dubai to promote the city’s gaming festival

As the countdown to the 2024 Dubai Esports and Games Festival begins, Horizon FCB and DEF launched its ‘LET’S PLAY’ campaign. 

The campaign featured gamers who were transported into a gamified version of Dubai, showcasing the city’s iconic landmarks.

The Dubai Esports and Games Festival (a part of Dubai Economy and Tourism) is an annual celebration of gaming culture and community, showcasing the latest trends in esports, gaming technology and interactive entertainment.

The campaign, consisting of a hero film, OOH and digital assets, has been released in the lead-up to the festival to generate awareness and encourage people to get tickets for the many events within it. 

The hero film shows four young people in a Dubai gaming café being whisked away into a gamified Dubai where they get to play as characters, exploring the city in their own way while using their gaming powers.

The hero film aims to generate excitement in the build-up to the festival which brings together the gaming community, industry professionals, and enthusiasts from around the world. 

Managing Director Reham Mufleh, said, “DEF is a relatively new gaming festival in the region, with 2024 being just the third year. 

“As a new partner for Horizon FCB, we were thrilled to start our relationship with this brave campaign and look forward to growing the Dubai Esports and Gaming Festival year after year, not only in the UAE but also in the region with our Never finished approach to work.”

The campaign’s call to arms ‘Let’s Play’ aims to capture the spirit of the growing gaming community and the spirit of Dubai as a city.


Agency: Horizon FCB Dubai
CEO: Mazen Jawad
Managing Director: Reham Mufleh
Executive Creative Director: Mohamed Bareche
Head of planning: Munther Al Sheyyab
Account Director: Farouk Haber|
Account Executive: Yara Kobeissi
Creative Director: Colin Smith
Associate Creative Director: Marcos Becker
Associate Creative Director: Thomas Nicolae
Graphic Designer: Muhammad Nouman
Motion Designer: Muhammad Ibrahim
Head of Production: Mariam Adel
Agency Producer: Antoine Nassif
Production/Animation: F*GREAT Studio
Director: Conrado Galves & Nick Cornwall
Client: Dubai Esports and Games Festival