In a significant development for both the gaming and cryptocurrency sectors, Valhalla, a Play-To-Earn Massively Multiplayer Online Role-Playing Game (MMORPG) developed by Floki, has forged a partnership with Mall of the Emirates (MoE) in Dubai. Announced on November 13, 2024, this collaboration aims to enhance Valhalla’s visibility in a booming market for crypto and gaming within the United Arab Emirates (UAE). The four-week marketing campaign, set to run from November 15 to December 12, marks a strategic effort to capitalize on MoE’s status as a bustling hub that attracts millions of visitors each year.
Mall of the Emirates is not just another shopping destination; it is an iconic landmark known worldwide. Since its inception in 2005, the mall has undergone substantial growth and transformation, now boasting an impressive 255,489 square meters of retail space. With over 630 retail outlets—including 80 luxury brands—and attractions such as Ski Dubai and VOX Cinemas, the mall ensures a diverse experience for its visitors. It averages around 111,500 footfalls daily, making it a prime location for a brand like Valhalla to reach a varied audience comprising both locals and international tourists.
The strategic positioning of the mall on Sheikh Zayed Road only amplifies its accessibility, poised to attract a steady stream of customers looking for shopping, entertainment, and dining experiences. The 100+ dining options available add another layer of appeal, making it a comprehensive destination beyond just retail.
The UAE presents a compelling market for cryptocurrency, ranking as the third-largest crypto economy in the MENA region. A staggering $34 billion in crypto transactions was recorded between July 2023 and June 2024, reflecting a remarkable 42% growth year-on-year, significantly outpacing the region’s average of 11.73%, according to analytics firm Chainalysis.
Dubai is swiftly evolving into a global center for crypto and blockchain technologies, bolstered by supportive regulatory frameworks established by bodies like the Dubai International Financial Centre (DIFC) and the Virtual Asset Regulatory Authority (VARA). This regulatory environment attracts both established companies and nascent startups, making it a fertile ground for innovation and growth.
By partnering with an iconic location like MoE, Valhalla seeks to leverage Dubai’s burgeoning crypto landscape, substantially increasing brand visibility. This initiative aligns with the broader trends of rising crypto adoption in the UAE, further embedding Valhalla into the local gaming and crypto culture.
Marketing as a Strategic Tool
The campaign’s goal is not merely to promote an MMORPG; it is an effort to immerse a large audience into the Valhalla ecosystem and convert interest into active participation. In a previous marketing initiative, Valhalla’s branding was featured in WAFI Mall, further solidifying its commitment to brand saturation across key locations in Dubai. The widespread display of Valhalla’s branding on 93 screens at MoE over four weeks will provide the game with the necessary impetus to gain traction among enthusiasts of both gaming and cryptocurrency.
These marketing efforts reflect a nuanced understanding of how to engage potential players and investors alike. By exposing tourists and residents to the concept of Play-To-Earn gaming through engaging visual displays in key social settings, Valhalla is well-positioned for optimization in a sector defined by community and engagement.
As Valhalla embarks on this ambitious marketing journey, the broader implications for both the gaming and cryptocurrency landscapes in the UAE are profound. The collaboration with Mall of the Emirates stands as a testament to Valhalla and Floki’s commitment to making headway in the ever-evolving crypto economy.
While the immediate goal is to boost brand awareness and attraction, the overarching hope is to establish Valhalla as a dominant player in a competitive marketplace. With an existing global community of over 490,000 holders and its focus on community-driven utility, philanthropy, and strategic marketing, Floki has the potential to elevate Valhalla to new heights as it makes its mark in the UAE’s dynamic ecosystem. Users intrigued by this innovative blend of gaming and crypto are encouraged to explore more at Valhalla.game and floki.com.