Roy 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. Players form communities, engage in live chats and interact in real-time, making gaming platforms a goldmine for brand integration. It’s where people go to compete, collaborate and unwind. And unlike passive scrolling on a feed, gaming commands full attention.
This shift has created an unprecedented opportunity for brands. With in-game advertising, brands can integrate seamlessly into the gaming experience without being intrusive. DXTA Technology’s exclusive partnership with Gameloft ensures access to premium in-game placements across top mobile titles such as Asphalt 9: Legends, Disney Magic Kingdoms and other fan favourites, reaching 14 million monthly active users in Saudi Arabia and 4 million in the UAE.
With gamers in the GCC spending an average of approximately two hours per session and a high average spend per user, in-game advertising presents a powerful channel to engage with a highly invested audience. More importantly, 93 per cent of gamers play for fun, meaning brands get to engage audiences in a moment of positivity, something few other digital channels can offer.
The potential is clear: Gaming is no longer just a leisure activity; it’s the social hub of the digital world. Brands that tap into this space are building deeper connections with consumers in an environment that fosters engagement and trust.
Social AI: the smartest way to win in digital advertising
While gaming is reshaping how audiences interact, AI is revolutionising how brands reach them. Traditional digital advertising is reactive, often based on outdated models of manual planning and fixed bidding strategies. DXTA’s advanced Social AI solution changes the game entirely, turning digital advertising into an adaptive, data-driven powerhouse.
DXTA’s Social AI does more than automate; it predicts, optimises and ensures maximum impact in real-time.
Data-driven precision: Our Generative AI algorithms analyse market trends, audience behaviors and engagement metrics to create the most effective strategy before a campaign even begins.
Real-time optimisation: Unlike traditional campaigns that require manual adjustments, DXTA’s AI models continuously refine advertising spend strategies to ensure peak performance.
Scalability and efficiency: Whether it’s a localised push or a global activation, our Social AI ensures campaigns run at optimal efficiency, delivering higher ROI, eliminating wasteful spending and streamlining the cost of operations.
This isn’t just about improving engagement; it’s about transforming how brands connect with their audience in the digital age. With DXTA’s Social AI, brands don’t just advertise, they create intelligent, measurable and highly effective digital experiences.
“With DXTA’s Social AI, brands don’t just advertise, they create intelligent, measurable and highly effective digital experiences.”
DXTA leads the transformation
The digital landscape is undergoing a fundamental shift. AI-driven intelligence, immersive gaming and data-led precision are reshaping how brands connect with consumers. At DXTA, we don’t just adapt to these changes; we engineer them.
Through our advanced AI capabilities, predictive analytics and programmatic solutions, we empower brands to navigate the complexities of digital marketing with efficiency and impact. Whether enhancing real-time engagement in gaming ecosystems or optimising omnichannel media strategies, our technology ensures that brands reach the right audience at the right moment with measurable results.
As part of W Group Holding, DXTA operates within an ecosystem designed to push the boundaries of media and technology. W Group is at the forefront of transforming advertising, integrating AI, automation and data intelligence across DOOH, retail media and digital platforms. Together, we are not just responding to industry evolution; we are shaping its trajectory.
In a world defined by digital intelligence, DXTA and W Group are setting the standard for the next era of online media innovation.
Gaming is social, AI is smart, and the future of advertising belongs to those who embrace both.
By Roy Matta, CRO at W Group and Acting CEO at DXTA Technology.
