Gulf brands wade into gaming

Gulf brands are increasingly investing in gaming and esports, with Saudi Arabia's Savvy Games committing over $37 billion to games studios and esports through its Public Investment Fund. Brands like Nissan, Almarai, LVMH, and Sephora are partnering with regional gamers to reach young audiences, driven by the projected $217 billion global in-game advertising market by 2031. Successful campaigns, such as a 488% surge in Nissan test drive applications, highlight gaming's potential for measurable returns.