uplay by UM MENAT offered actionable insights and creative case studies, equipping attendees with strategies to navigate the dynamic terrain of gaming marketing.
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.
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.
