To boldly go: bravery is essential to growth in MENA

The notion of bravery is an important aspect of marketing in the MENA region and formed the theme of a Marketing Society event in Dubai.

It takes a brave event indeed to schedule a 17-year-old professional gamer as a speaker, particularly at an inaugural event. Yet Bradley Ismail (@bradexpos11), Gamer for MENA eSports Organization Six Paths, rose to the challenge at the Marketing Society's first Brave conference in Dubai. Ismail enlightened the audience about the brand opportunities within this often misunderstood world.

For a start, it's big: he revealed that the e-sports market was worth $892 million in 2016, $661 million of which is sponsorship and advertising, to primarily consumer brands such as gaming platform Twitch, soft drink behemoth Coca-Cola, Bud Light beer, tech brand...

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