What is the trend on spend that you are seeing moving to solutions such as this?

Recent years have seen explosive growth in the gaming industry, and this trend does not appear to be slowing down anytime soon. There are several reasons for this, including the growing accessibility and availability of current-gen and web 3.0 gaming experiences on a wide range of electronic devices. Moreover, the development of the entertainment industry has resulted in an increase in life streamers, content creators, and how-to guides available on popular platforms such as Twitch, Facebook Gaming, TikTok, and YouTube Gaming.

As a result, media spending within the gaming field has been on the rise and is expected to keep increasing, whether it be through event sponsorships, integrations with content creators, or custom activations with both influencers and consumers.

Nabil Moutran (Founder and CEO at Division): 

Which sectors do you think would benefit from DIVISION’s solution, and what response have you gotten from your clients so far?

Naturally, there are industries that will have a centre of gravity on gaming and our platforms like FMCG, tech, telco, and fast food chains. However, we have also seen interest from other promising sectors such as cosmetics and financial services. The platform now serves pretty much any sector that wants to engage with audiences who consume gaming content, reaffirming that there are no preset demographics for gaming.

Your solution focuses on content being deployed while gamers are streaming live on platforms such as Twitch. Could you explain how brands can benefit from this sort of solution?

Attracting your audience’s attention is the name of the game today. By introducing brand integrations into an actual stream, the brand’s message becomes part of the narrative rather than disruptive. This enables brands to enjoy a longer attention span from the audience in an authentic and relevant manner. Our platform simply enables brands to do this at scale.

Dan Moore (Co-Founder and Managing Director at Division):  

Tell us a little bit more about the platform and what plans you have in place for growth in the region. Are there any other new features you will be bringing to the platform? 

We launched the platform knowing that the introduction of new product features would be deployed throughout the year, and our main focus is on delivering a user-friendly solution that takes an advertiser from activity concept to completion in an easy step-by-step process. We’re also planning to optimize and introduce new product features for both the advertiser and the gamer to benefit from during this year. As our growth plans are aligned with the development roadmap, we are aiming to grow our gamer database into the thousands by the end of the year. Today, we can reach approximately 10 million people across the MENA region, and we’re expecting to grow this number considerably as we introduce more features and gamers onto the platform.