Digital Media Services (DMS), the digital arm of Choueiri Group, has recently announced an exclusive partnership with “DIVISION”, the region’s first Esports and Gaming marketplace. This partnership is aimed at leveraging the strengths of both entities to benefit brands from gaming as a growing advertising medium, with vast potential to reach captive audiences.

DMS has been appointed as the exclusive advertising sales representative for DIVISION, giving it the exclusive rights to all advertising sales generated on the gaming talent marketplace. With decades of experience in ensuring digital performance via data analytics and growing platforms from media sales, DMS will support DIVISION’s growth as the platform drives towards further innovation and success.

The partnership will be focused on achieving growth in the number of gamers registered on the gaming talent marketplace, along with delivering the most efficient and meaningful user experience to both regional gamers and advertisers. DIVISION was launched in September 2022 with an aim of connecting brands with gamers at scale for content collaboration opportunities.

The “Marketplace” (An end-to-end platform that allows brands, and their agencies to identify, plan and execute campaigns with gamers and content creators at scale) was built with customers in mind and today hosts over 800 content creators in the gaming industry across 48 countries, with the majority of the database focused on the MENA region (primarily across the UAE, KSA, Egypt and Morocco). This system also provides a full range of analytical reports through a 3rd party partnership and delivers value through its ability to deploy activations at scale. The platform already has the potential and ability to reach approximately 10 million people around the MENA region.

Gaming and Esports are gaining momentum as the next frontiers for brands, enabling them to have the opportunity to reach truly captive audiences who regularly consume gaming content and streams from their favorite gamers and content creators. DIVISION aims to assist brands in deploying truly native content, which is integrated into gamers’ live streams.

Speaking about the latest development, Dan Moore, Co-Founder & Managing Director of Division stated: “When building the gaming talent marketplace, we always talked about making sure we have a scalable solution for agencies and brands to easily reach the audience that enjoy gaming content.  This partnership will enable us to accelerate our development and innovation pipeline that will further contribute to our growth as a business.”

Nabil Moutran, Co-Founder & CEO, added that “Our platform serves as a scalable solution for brands to deploy content activations in a way that hasn’t been seen before. DMS has a track record of identifying modern and innovative channels for brands to utilize. We believe that gaming is the next frontier for brands and the partnership with DMS further confirms that belief and the potential of the market going forward.”

DMS’ Chief Operating Officer, Ziad Khammar, elaborated on the new partnership and stated that “We are delighted to have DIVISION as a part of the DMS portfolio and excited about growing the number of gamers and content creators on the platform. When we look at the region, there are approximately 65,000,000 gamers in the MENA region, which ensures that not only are our targets achievable, but there’s a huge opportunity here for brands to connect with them.”


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