Dubai Media has announced a strategic partnership with Livewire, the global gaming marketing company, to expand into the fast-growing gaming sector and strengthen its role in the next-generation attention economy.
This collaboration marks a major step in Dubai Media’s journey to innovate in advertising technology, diversify audience engagement, and support the Dubai Economic Agenda (D33) by advancing the Emirate’s media and digital economy. Through this alliance, Dubai Media will enable brands to connect with Gen Z and millennial audiences across immersive platforms that are shaping global culture.
His Excellency Mohamed AlMulla, CEO of Dubai Media, emphasized the significance of the partnership:
“This partnership reflects our strategic commitment to position Dubai Media at the heart of the UAE’s digital transformation and creative economy. By entering the gaming space, we are not only responding to market demand but also helping shape a future-ready ecosystem that supports the D33 objectives and the wider national vision.”
He further added:
“Our collaboration with Livewire enables us to bring global best practices to the region, while unlocking new opportunities for advertisers and strengthening Dubai’s role as a hub for innovation and next-generation storytelling.”
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With this partnership, Livewire will bring its global expertise in gaming adtech, content integration, and branded experiences to the UAE. This includes advanced tools such as Gamer.ID, a privacy-first identity framework that provides precise targeting and deep audience insights, along with world-class creative capabilities in custom world builds, immersive in-game activations, and branded content programs.
Indy Khabra, Co-Founder and Co-CEO of Livewire, commented on the collaboration:
“The UAE is one of the most exciting frontiers for gaming and next-gen audience engagement. Partnering with Dubai Media, a brand synonymous with visionary storytelling and cultural leadership, allows us to bring Livewire’s global gaming marketing expertise to this dynamic region. This is about more than media; it is about shaping the future of digital engagement in the UAE and beyond.”
Globally, gaming has become the most influential entertainment medium, with over 3.2 billion gamers worldwide, surpassing traditional media in both scale and cultural impact. In the Middle East, the gaming market is expected to grow from $17 billion in 2024 to $42.6 billion by 2033, with the UAE alone projected to reach $2.39 billion during the same period.
National initiatives such as the Dubai Programme for Gaming 2033 are driving this growth, positioning the region as a powerhouse for gaming and esports. Across the UAE, Saudi Arabia, and Egypt, the gamer population is expected to rise from 72 million today to over 84 million by 2029, with women already making up 37% of the community.
UAE gamers are also among the world’s most valuable, with an average revenue per user (ARPU) of $84.60 and spending 10.8 hours per week on gameplay, while also increasingly engaging with esports.
With this partnership, Dubai Media cements its position as a pioneer in regional media innovation, offering advertisers new ways to access and engage with audiences who are shaping tomorrow’s cultural and consumer trends.
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