Admix And JGroup Partner To Bring In-Play Advertising To MENA Brands

Admix, the hypergrowth technology company guiding brands into gaming and the metaverse, has joined forces with the Dubai-based media powerhouse JGroup to bring In-Play advertising to the group’s clients in the MENA region.

A large part of JGroup‘s media mix will now include Admix’s In-Play ad placements for DOOH brand clients. There is a potential for further opportunities for MENA brands in the future that blend the physical and virtual worlds.

With In-Play, advertising within the games industry has been revolutionized by introducing premium, non-intrusive advertisements that blend seamlessly into in-game environments while enhancing the gameplay experience. The JGroup’s brands can programmatically access inventory from Admix’s portfolio of high-quality mobile game publishers, including Gameloft, Sir Studios, and Naxeex.

Research shows that the revenue in MENA-3 (Saudi Arabia, United Arab Emirates, and Egypt) is expected to rise to USD $3.14bn in 2025 at a 5-year CAGR of 13.8%, making it one of the fastest-growing gaming markets in the world.

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Samuel Huber, CEO and co-founder of Admix commented,

“The MENA region is a highly captive audience when it comes to gaming and virtual world experiences and it’s an honour to be able to introduce our In-Play tech there with such a major player in the MENA media market as JGroup. We’re looking forward to kicking off the partnership.”

Imad Jomaa, founder and CEO of JGroup added,

“We are thrilled to be expanding our network of advertising offerings to reach users in the metaverse. JGroup is always invested in providing top class innovative digital solutions to its media partners and clients. We are very proud to be part of this major milestone in the MENA region as a pioneer in the GCC media space. Always driven by its passion to deliver new solutions to its clients in the media ecosystem, Promofix is excited to commercially represent Admix services in the MENA region and be part of this new media transformational journey.”

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