The blockchain game aims to increase cryptocurrency users in the UAE.
Floki’s Valhalla, a blockchain-based play-to-earn massively multiplayer online role-playing game (MMORPG), has partnered with Dubai’s Mall of the Emirates for a month-long branding campaign. The collaboration, announced on November 13, aims to strengthen Valhalla’s position in one of the world’s fastest-growing cryptocurrency markets.
From November 15 to December 12, Valhalla’s brand will be showcased across 93 digital screens at Mall of the Emirates, a high-traffic shopping destination with more than 111,500 visitors daily. This strategic move provides Valhalla with the opportunity to reach a diverse range of residents and international tourists.
Mall of the Emirates, located on Sheikh Zayed Road, is one of Dubai’s most famous landmarks. The 255,489 square meter mall features over 630 retail stores, 80 luxury stores and 250 flagship brands. With popular attractions such as Ski Dubai, Magic Planet and VOX Cinemas and over 100 dining options, it is a great destination for a wide range of demographics.
Expansion of major cryptocurrency markets
Valhalla’s campaign in Dubai is consistent with the UAE’s position as a leading hub for cryptocurrency adoption. Despite its relatively small population, the UAE recorded $34 billion in cryptocurrency transactions between July 2023 and June 2024, a 42% year-on-year growth, according to blockchain analytics firm Chainalytic.
Dubai’s emergence as a global cryptocurrency hub has been supported by initiatives such as the Dubai International Financial Center (DIFC) and the Virtual Asset Regulatory Authority (VARA), which provide a favorable regulatory environment for blockchain companies. Valhalla’s campaign at Mall of the Emirates positioned the game to capitalize on this momentum and drive awareness of the Play-to-Earn ecosystem.
This initiative builds on Floki’s previous four-week campaign at WAFI Mall in Dubai, which ran from 8 November to 5 December. Floki aims to strengthen its position in Dubai’s competitive cryptocurrency market by combining its efforts in two major shopping destinations.
The partnership with Mall of the Emirates highlights Floki’s broader strategy to establish itself as a leader in the region’s burgeoning blockchain economy.