UM’s uplay Unveils Brand Growth Potential Through the Power of Gaming

Dubai, UAE – February 28, 2024 – In a dynamic display of innovation and strategic vision, UM MENAT introduced its tentpole event for 2024 with the debut of uplay. Exclusively designed for UM clients, partners, and team members, uplay took place earlier this week at the Theatre of Digital Arts (TODA), exploring the transformative influence of gaming and revealing its untapped potential. The event also championed collaborative efforts between brands and agencies to redefine the regional gaming landscape in 2024 and beyond.

The event commenced with a welcoming address from UM MENAT’s CEO, Joe Nicolas, who set the stage for an immersive exploration into the world of gaming, followed by a panoramic view of the gaming landscape through insightful presentations and panel discussions. The event offered actionable insights and creative case studies, equipping attendees with strategies to navigate the dynamic realm of gaming marketing. Renowned Turkish gamer and influencer Can Sungur mesmerized the audience by unveiling the multifaceted nature of gaming, while James Dutton, UM MENAT’s Chief Product Officer, dissected the essence of gaming, culminating in the innovative framework known as uplay, poised to elevate brand strategies within the gaming sphere. Simone Clark, representing IPG Media Lab, underscored the burgeoning opportunities in gaming advertising within the MENAT region, while Emre Sayin, Co-founder of a Turkish-based gaming and Esports marketing agency, advocated for active brand engagement in gaming and alignment with broader objectives to secure a competitive edge with the next generation of consumers.

The event featured two engaging panel sessions. The first, moderated by Abdelnabi Alaeddine, Regional Director at UM MENAT, brought together industry experts Samantha Billingham, Nabil Moutran, and Arshiya Faraghat to delve into the key regional opportunities, emerging trends and technologies, and effective brand integration strategies within the gaming world. Later, John Tippins, Regional Strategy Director at UM MENAT, led a panel discussion with speakers Can Sungar, James Dutton, Simone, and Can Ozcan, UM Turkey’s Strategy Director, focusing on guiding brands to successfully navigate the gaming world.

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Here’s what they said

Reflecting on the significance of uplay, Joe Nicolas, CEO of UM MENAT, stated,

“The launch of uplay marks a pivotal moment for UM MENAT, reaffirming our steadfast dedication to innovation and commitment to leading advancements in the gaming community. At UM, we have identified over 625 ways in which brands could activate in the gaming space across diverse audiences and through various methods. This highlights the complexity of the gaming landscape, and uplay serves as a solution to address this complexity – it is a collective of experts assembled to adeptly navigate and activate tailored solutions for each brand within this complex gaming-verse with confidence.”

uplay is also an exciting opportunity for our clients to inspire us with their ideas, and to push our boundaries in creating innovative gaming solutions,” he added.

With uplay as a catalyst for change, UM MENAT remains at the forefront of gaming marketing, poised to lead brands into a future where endless possibilities await in the boundless expanse of the gaming universe.

ABOUT UM 

UM is a global media agency committed to Futureproofing our clients’ businesses for the now and the next. We leverage the transformational power of rich business analytics and real-time intelligence to maximize growth and activate the full consumer journey across content and connections. Our consultative approach and agile model, rooted in diversity, equity, and belonging, drive better business outcomes for brands.  As the leading global media network in IPG Mediabrands, UM operates in over 100 countries, with more than 5,000 people innovating on a roster of global clients including Emirates, Accenture, American Express, stc, General Mills, GoPro, Henkel, Johnson & Johnson, Levi Strauss & Co, Mattel, and Upfield.  

ABOUT UM MENAT EVENTS

UM MENAT has consistently held the prestigious title of the region’s foremost media agency for six consecutive years, a recognition bestowed by RECMA. This impressive achievement reflects UM’s unwavering commitment to pushing the boundaries of innovation, infusing creativity into every endeavor, and boldly changing the game to emerge victorious. At UM, our passion is to continually elevate the media landscape and establish new industry standards.

In pursuit of this ambition, we regularly host a variety of workshops, comprehensive training programs, and large-scale thought leadership events. These initiatives are not merely about fostering knowledge sharing; they are about immersing ourselves in the collective wisdom of global experts, forward-thinking individuals, and creative minds. We recognize that it is through this exchange of ideas and experiences that we can collectively shape the future of the media industry. Join us at UM MENAT’s events, where innovation, creativity, and knowledge converge to pave the way for a brighter and more dynamic media landscape.

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About Netra

Netra is a Dual Masters graduate in International Business and Marketing. She is a content-writing enthusiast and a social media addict. In her downtime, you will find her headbanging to Pop songs from around the world. She is also a sports fanatic and especially loves F1, Volleyball, and Cricket. Her hobbies are baking and watching Anime.

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