Game On: iion and MMPWW Join Forces to Revolutionize Gaming in the UAE and Middle East

Global gaming advertising leader iion and one of the region’s leading ad tech providers, MMP World Wide (MMPWW), announce a transformative partnership to reshape gaming experiences in the Middle East and North Africa (MENA) region.

The collaboration aims to unlock immersive gaming formats for brands, fueling growth in an industry projected to reach a market volume of US$449.60m by 2027, according to Statista.

MENA’s Gaming Market Boom: A Surge in Investment and Gamers

The partnership coincides with a surge in gaming and metaverse investments in the Middle East.

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.

Through iion’s immersion platform, MMPWW clients can now access the ever-growing gaming audience across all devices and environments.

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. I can’t wait to showcase this alongside MMPWW.

Transforming Advertising in Gaming: Empowering Brands and Advertisers

Sanjaya Molligoda, iion co-founder, shares his enthusiasm for the partnership and its implications for the MENA region.

He states,

We are incredibly excited to join forces with MMPWW, and to enable brands in the MENA region to tap into the massive potential of game advertising. As gaming experiences rapid growth—thanks to significant investments by Middle Eastern governments and the private sector—advertisers can connect with a diverse, engaged audience. Our goal is to establish gaming as an indispensable, always-on media plan component.

Molligoda highlights the unparalleled opportunities the partnership offers to advertisers, allowing them to engage gaming audiences across multiple platforms: “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.”

Ultimately, Molligoda believes that this partnership will revolutionize the advertising landscape in the rapidly growing Middle Eastern gaming market.

Walid Ramadan, GM of MMP Experiences, shares his excitement:

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.

Capitalizing on the Expanding Market: Innovative Solutions for Brands

This partnership enables brands to craft captivating and immersive campaigns for gamers across all devices. With the average UAE gamer spending USD 115 per year, as reported by Mordor Intelligence, this alliance is poised to capitalize on the expanding market.

iion and MMPWW have an exciting agency roadshow in the pipeline, where they will showcase their state-of-the-art gaming solutions to brands and advertisers throughout the region. Be sure to stay tuned for further details about this upcoming event, as it promises to unveil remarkable opportunities and insights for industry professionals.

Romit Gharat, Ad Tech Director at MMPWW, adds:

Our partnership with iion will unlock new channels for brands to reach a large number of engaged audiences in a unique and fascinating environment. With the potential to revolutionize the way advertisers can reach and engage with gamers, we are thrilled to offer this innovative and effective approach to driving brand awareness, engagement, and sales in the region.

MENA Gaming Market Enters Its Growth Era

This game-changing partnership positions iion and MMPWW at the forefront of monetization and advertising innovation in the UAE and the Middle East, heralding a new era of growth for the industry.

About iion:

Founded in 2019, iion redefines game monetization and advertising by offering a seamless platform, connecting premium gaming environments for advertisers and publishers. This innovative solution enables efficient campaign management and measurement, extensive brand-safe gaming inventory access, as well as impactful audience engagement. iion has offices in Australia, India, Indonesia, Malaysia, Netherlands, Portugal, Singapore, Turkey, United Kingdom, and the US.

About MMP World Wide:

MMP World Wide is one of the leading ad-tech companies in MENA and was recently acquired by the LifeOnScreen Group. Continuing to operate as its own entity, MMPWW equips its clients with the tools and knowledge to better monetize their digital advertising inventory, improve campaign performance and have a dynamic and transparent way to communicate through vibrant content. Their cookieless approach to targeting has helped to evolve and scale the digital advertising offering across the EMEA and APAC, partnering with LifeOnScreen to further aid expansion into new markets and highlight the potential for DOOH as a prime media channel in the region. Known for championing new technologies, the company also educates its stakeholders on building a safer media ecosystem through innovative solutions that maximize results.