Valhalla, the popular blockchain-based MMORPG inspired by Norse mythology, has announced a major partnership with Dubai’s Mall of the Emirates in the United Arab Emirates (UAE). The partnership, revealed on November 13, marks a significant milestone in Valhalla’s global outreach efforts.
The four-week campaign, running from November 15 to December 12, will see Valhalla’s branding prominently displayed across 93 screens in the iconic mall. Located in the heart of Dubai, Mall of the Emirates is a prestigious shopping destination that attracts millions of visitors each year. With a daily footfall of approximately 111,500 people, the mall offers Valhalla a prime opportunity to reach a diverse and international audience.
Spanning an area of 255,489 square meters, Mall of the Emirates boasts over 630 retail outlets, 80 luxury stores, and 250 flagship stores. It is also home to popular attractions such as the indoor ski resort Ski Dubai, the Magic Planet entertainment center, and VOX Cinemas. The mall’s dining options, with over 100 restaurants and cafes, further enhance its appeal as a top destination for both residents and tourists.
The goal of the campaign is to increase Valhalla’s presence in the UAE, a key market for crypto adoption. Despite its smaller population, the UAE ranks as the third-largest crypto economy in the MENA region, with $34 billion in crypto transactions recorded between July 2023 and June 2024. This represents an impressive 42% year-on-year growth, far outpacing the MENA average of 11.73%, according to Chainalysis.
The rapid growth of Dubai’s crypto scene can be attributed to initiatives like the Dubai International Financial Centre (DIFC) and Virtual Asset Regulatory Authority (VARA), which offer crypto-friendly regulatory frameworks. This has attracted major players and startups, solidifying Dubai’s status as a global crypto leader.
The Valhalla campaign at Mall of the Emirates is perfectly aligned with this momentum. By showcasing its brand in one of Dubai’s busiest and most iconic locations, Valhalla aims to boost awareness and adoption of its ecosystem. This campaign follows Valhalla’s recent four-week marketing initiative at WAFI Mall in Dubai, running from November 8 to December 5, where its branding appears across 18 digital screens. Together, these efforts are part of Valhalla’s larger strategy to dominate the Dubai crypto scene.
Valhalla, a blockchain-based MMORPG, offers players the chance to discover, tame, and battle with creatures called Veras. The game features a player-driven economy and a hexagonal battlefield designed for dynamic combat. With its unique concept and growing popularity, Valhalla has quickly become a favorite among gamers. Learn more at Valhalla.game.
Floki, the people’s cryptocurrency and utility token of the Floki Ecosystem, is focused on utility, community, philanthropy, and strategic marketing. With over 490,000 holders globally, Floki has already established a strong brand presence and is working towards becoming the world’s most recognized and used cryptocurrency. Learn more at floki.com.
This partnership between Valhalla and Mall of the Emirates is a significant step for both entities, and it is expected to have a positive impact on the adoption and awareness of cryptocurrency in the UAE. With Valhalla’s unique concept and Floki’s growing presence, this collaboration has the potential to make a lasting impact on the global gaming and crypto industries.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.