Blockchain-based game seeks to engage global audience through high-profile partnership
Floki’s blockchain-based game, Valhalla, has partnered with Dubai’s Mall of the Emirates for a month-long campaign aimed at expanding its global reach and increasing its presence in the Middle East and North Africa (MENA) region.
Starting November 15 and running until December 12, Valhalla’s branding will feature prominently across 93 digital screens in the iconic shopping destination. This partnership highlights the game’s strategic effort to tap into the United Arab Emirates’ growing interest in blockchain technology and cryptocurrency.
Mall of the Emirates, located on Dubai’s Sheikh Zayed Road, is among the city’s most prominent retail and entertainment hubs. Opened in 2005, the mall spans 255,489 square meters and attracts approximately 111,500 visitors daily. With over 630 retail outlets, 80 luxury stores, and major attractions like Ski Dubai and VOX Cinemas, the mall serves as a magnet for both residents and international tourists, making it an ideal venue for Valhalla’s campaign.
The initiative aligns with Dubai’s status as a burgeoning hub for cryptocurrency adoption. According to a recent report by Chainalysis, the UAE recorded $34 billion in cryptocurrency transactions between July 2023 and June 2024, representing 42% growth compared to the previous year. This rapid expansion is underpinned by supportive regulatory frameworks, including those introduced by the Dubai International Financial Centre (DIFC) and the Virtual Asset Regulatory Authority (VARA).
Floki aims to leverage this momentum through its campaign at Mall of the Emirates, following a similar initiative at Dubai’s WAFI Mall, where its branding is being displayed across 18 screens from November 8 to December 5. Together, these campaigns form part of Floki’s broader strategy to solidify its position in the Dubai crypto market and promote its ecosystem to a diverse audience.
Valhalla is a blockchain-based massively multiplayer online role-playing game (MMORPG) inspired by Norse mythology. Players can explore a dynamic, player-driven economy and engage in strategic combat featuring unique creatures called Veras. By investing in high-visibility campaigns like this, Floki aims to drive awareness and adoption of its cryptocurrency and gaming offerings.
Further details about the game and the campaign are available on Valhalla’s official website, Valhalla.game.
