Ad tech provider MMP Worldwide Wide has announced a partnership with global gaming advertising platform iion in the MENA region.
The partnership aims immersive gaming formats for brands, allowing them to create immersive campaigns for gamers across all devices.
Through iion’s immersion platform, MMPWW’s clients will be able to access the gaming audience across all environments.
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Sanjaya Molligoda, iion co-founder, highlights the opportunities the partnership offers to advertisers: “Our unique, self-serve ad platform provides extensive access to inventory, including in-game, around-the-game, and away-from-the-game environments on PC, console, app, web, esports, and game influencers.”
Walid Ramadan, GM of MMP Experiences, said: “We are delighted to be iion’s new and exclusive partner for the MENA region. Their innovative programmatic offering puts the user at the heart of the experience, while still allowing for in-depth targeting to reach these diverse audiences and create tailored messaging that best aligns with their interests. We look forward to collaborating with the team to bring these immersive solutions to our clients.”
Gaming as an industry is projected to reach a market volume of US$449.60m by 2027, according to Statista.
Yasin Dabhelia, Head of Demand, US & UK, says, “The Middle East is emerging as a top market for gaming and the metaverse, with significant investment being directed towards this sector. This presents an unprecedented opportunity for brands in the region to integrate into gaming environments and leverage measurement and targeting tools to determine their return on investment.”
Global Newswire reports that growth will be fueled by mobile gaming, public and private sector investments, and esports, with an estimated 87.9 million gamers in the MENA region by the end of 2023.