Video games in the UAE
It’s one of the fastest growing industries in the country, and Abu Dhabi has just announced a partnership to build a huge studio for multi-player online games.
August 5, 2009 6:42 by Aarti Nagraj
Marketers have also begun to tap the growing popularity of video games in the region, and companies in the UAE have started experimenting with in-game advertising.
In March this year, Starcom ran the “Totally Street “campaign for Chevrolet Aveo, targeting young buyers. Apart from using outdoor, print and online, the campaign also used branding on stadiums in PlayStation 3 games. According to Starcom, the entire promotion was extremely successful, with sales jumping over two months.
Other brands in the UAE that have used in-gaming advertising include Du and Beiersdorf’s Nivea for Men, the latter having used the medium in the US in 2007 before bringing it to the UAE this year.