Horizon FCB Gamifies the City to Promote the Dubai Esport and Games Festival

As the countdown to the highly anticipated 2024 Dubai Esports and Games Festival begins, Horizon FCB and DEF release the ‘LET’S PLAY’ campaign, featuring gamers who are transported into a gamified version of Dubai, showcasing the city's iconic landmarks as never seen before.

The Dubai Esports and Games Festival (a part of Dubai Economy and Tourism) is an annual celebration of gaming culture, innovation, and community, showcasing the latest trends in esports, gaming technology, and interactive entertainment. Hosted in the vibrant city of Dubai. 

The campaign, consisting of a hero film, OOH and digital assets has been released in the lead up to the festival to generate awareness and encourage people to get tickets for the many events within it.

The hero film shows four young people in a Dubai gaming café being transported into a gamified Dubai where they get to play as characters, exploring the city in their own way, using their individual gaming powers. The aim of the hero film is to generate excitement in the build- up to the festival which bring together the gaming community, industry professionals, and enthusiasts from around the world for a week-long extravaganza of competitions, exhibitions, and live events.

Managing director Reham Mufleh said, “DEF is a relatively new gaming festival in the region, with 2024 being just the third year.  As a new partner for Horizon FCB, we were thrilled to start our relationship with this brave campaign and look forward to growing the Dubai Esports and Gaming Festival year on year, not only in the UAE but also in the region with our Never finished approach to work."

The campaign’s call to arms ‘Let’s Play’ not only encapsulates the spirit of the ever-growing gaming community but also the spirit of Dubai as a city.