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Dubai Media partners with Livewire to enter the next-gen attention economy through gaming
Dubai Media has announced a strategic partnership with Livewire, the global gaming marketing company, to unlock new opportunities in the fast-growing gaming sector. The collaboration represents a significant step in Dubai Media’s journey to innovate in advertising technology, diversify audience engagement, and align with the Dubai Economic Agenda (D33) by advancing the Emirate’s media and digital economy.
Gaming has rapidly become the new ‘prime time’, outpacing traditional media in both scale and influence. With over 3.2 billion gamers worldwide, it is now the most influential entertainment medium, shaping culture, commerce, and community. In the Middle East, the market is projected to more than double from USD 17 billion in 2024 to USD 42.6 billion by 2033, with the UAE alone expected to reach USD 2.39 billion in the same period, this growth is powered by national initiatives such as the Dubai Program for Gaming 2033. Across the UAE, Saudi Arabia, Egypt, the player base is expanding from 72 million today to over 84 million by 2029, with women now representing 37% of the community. Notably, UAE gamers are among the most valuable globally, with the region’s highest ARPU at USD 84.60, spending an average of 10.8 hours per week in play and increasingly engaging with esports.
By joining forces with Livewire, Dubai Media is expanding into the attention economy, offering brands immersive and measurable ways to engage Gen Z and Millennial audiences across platforms that shape global culture.
H.E Mohamed AlMulla, CEO of Dubai Media said: "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. 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."
The partnership introduces Livewire’s global expertise in gaming adtech, content integration, and brand experiences to the UAE, positioning Dubai Media at the forefront of next-generation media innovation. By working with Livewire, Dubai Media will unlock access to advanced tools like Gamer.ID, a privacy-first identity framework that enables precise targeting and deep audience insights, while also leveraging world-class creative capabilities in custom world builds, immersive in-game activations, and branded content programs.
Commenting on the partnership, Indy Khabra, Co-Founder and Co-CEO of Livewire, said: "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."
With this collaboration, Dubai Media cements its role as a pioneer in driving innovation within the regional media landscape, while offering advertisers unparalleled access to audiences who are shaping tomorrow’s cultural and consumer trends.