Serviceplan Group Middle East Launches ‘House of Gaming’ Division to Harness the Potential of Gaming & Esports Marketing
Posted on 2021 May,18

Serviceplan Group Middle East, the Dubai-based MENA hub of Europe’s largest independent advertising agency group, Serviceplan, has launched an innovative new ‘House of Gaming’ division created to harness the vast potential of Gaming & Esports Marketing for its clients in the MENA region.

The House of Gaming division has been established to provide businesses and brands with in-depth knowledge across all aspects of gaming, from different gamer target groups to showcasing and assessing all relevant touchpoints. They will provide expert-level guidance on developing a brand’s positioning and communication strategy in gaming and Esports and manage the seamless execution of its end-to-end Esports Marketing efforts.

To lead the new House of Gaming Division, Serviceplan Group Middle East has appointed experienced marketing professional and dedicated gamer Helmi Abdalhadi. As House of Gaming Manager, Abdalhadi will be responsible for connecting brands with the massive, yet quickly evolving world of Esports Marketing. He will be the lead consultant and strategist for businesses looking to venture into the gaming arena, starting from ad hoc activations, events, or sponsorships, all the way to developing long-term Esports brand strategies. Abdalhadi will lead a multi-disciplinary team of experts in strategy, creation, media, and technology, who are not only excellent marketing professionals, but also dedicated gamers themselves.

Commenting on the creation of the new division, Rami Hmadeh, Managing Partner of Serviceplan Group Middle East, said: “As part of our House of Communication concept, we apply a fully integrated approach to every channel of communication, combining the talents of experts from strategy, creative, media, digital and technology to find new ways to reach the hearts and minds of consumers. House of Gaming is one of the latest iterations of this concept.”

Azhar Siddiqui, Managing Partner for Serviceplan Group’s media division, Mediaplus Middle East, adds, “House of Gaming will leverage our media expertise to enable brands to tap into the vast and highly engaged gaming audiences in our region. With a proven track record in Esports Strategy and management spanning North America, Europe and the Middle East, I can’t think of anyone more suited to lead this division than Helmi.”
Helmi Abdalhadi joins Serviceplan Group Middle East filled with anticipation: “I am extremely excited to take on this role and lead the new House of Gaming. As a passionate strategist and gamer, being able to combine these two to help our clients realize their brand strategy through Esports is a dream come true. My team and I look forward to helping our clients navigate this rapidly-growing industry in the many powerful ways made possible by the most important player: the audience.”

As a Bachelor of Commerce graduate from Ryerson University in Toronto, Canada, Helmi has a wealth of start-up business experience. He co-founded the online retail platform Shoppinglee, before leading business development at Visioneers, a Dubai government start-up focused on rebuilding the Arab media supply chain. He then moved on to manage Strategy and Legal at 38 Entertainment, a London-based company blurring the lines between traditional sports, gaming and Esports. He scouted talent for the Ellevens, an elite Esports team formed under a partnership between 38 Entertainment Group and global football superstar Gareth Bale. Abdalhadi also created partnerships and sponsorships for 38 Entertainment and their events and tournaments with leading global brands such as JBL, Astro, Fortnite, Activision and Xbox. His considerable experience in Esports Marketing and Management, combined with a strong business background, is said to what made him the ideal candidate to lead the House of Gaming team.
Why House of Gaming?

Formerly a fringe pastime for kids and teens, gaming has grown into a multi-billion-dollar industry enjoyed by a broad range of target audiences and age groups across many digital platforms, from desktops and laptops to consoles, mobile devices, and dedicated social media platforms.

As a result, from a very niche field, Esports has rapidly evolved into one of the hottest topics in the marketing industry in recent years, with global budgets now running into the hundreds of millions, and major international brands getting involved.

Serviceplan Group Middle East’s House of Gaming was established to help brands navigate this complex and multi-faceted new territory. From quick discovery sessions to an extensive offering of fully customizable workshops covering every aspect of Esports Marketing, the House of Gaming can leverage their expertise to provide individualized solutions tailored to a brand’s specific needs and objectives.