 
 
Valhalla, the PlayToEarn MMORPG from Floki, is excited to unveil a new partnership in the United Arab Emirates (UAE).
On Nov. 13, Valhalla announced an exciting partnership with Dubai’s Mall of the Emirates, representing a significant step in its global expansion strategy.
The collaboration will showcase Valhalla’s branding across 93 screens in the mall, launching a four-week campaign from November 15 to December 12.
Mall of the Emirates, nestled in the vibrant core of Dubai, stands as a premier shopping haven on the global stage. Since its inception in 2005, this establishment has emerged as a landmark of significance, drawing in millions of visitors annually. The mall attracts around 111,500 visitors daily, positioning it as an ideal hotspot for Valhalla’s campaign to engage a varied global audience.
Valhalla’s positioning on Sheikh Zayed Road, a hotspot in Dubai, and its varied visitor demographic present a unique chance to connect with both local and global audiences.
 
The expansive multi-level mall covers 255,489 square meters and features over 630 retail outlets, including 80 luxury brands and 250 flagship stores. It showcases Dubai’s most sought-after attractions, including the indoor ski resort Ski Dubai, the Magic Planet entertainment hub, and VOX Cinemas. The mall boasts an impressive array of dining options, featuring over 100 restaurants and cafés, solidifying its status as a premier destination for locals and visitors alike.
The Objective of the Campaign
Valhalla is intensifying its footprint in the UAE, a pivotal hub for cryptocurrency adoption.
The UAE, with its relatively modest population, has emerged as the third-largest crypto economy in the MENA region. From July 2023 to June 2024, it boasted an impressive $34 billion in crypto transactions. This showcases a remarkable 42% growth year-on-year, significantly surpassing the MENA average of 11.73%, as reported by Chainalysis.
Dubai is swiftly transforming into a leading crypto hub, driven by initiatives such as the Dubai International Financial Centre (DIFC) and the Virtual Asset Regulatory Authority (VARA), both providing supportive regulatory environments for digital assets. This has attracted significant players and emerging ventures, reinforcing Dubai’s position as a frontrunner in the global crypto landscape.
Valhalla’s Mall of the Emirates campaign perfectly aligns with the current momentum. By positioning its brand in one of Dubai’s most bustling and iconic hotspots, Floki seeks to enhance visibility and drive the adoption of its ecosystem.
This campaign builds on Floki’s recent four-week marketing blitz at WAFI Mall in Dubai, which took place from November 8 to December 5. Floki showcased its branding on 18 digital screens. Collectively, these initiatives form a crucial component of Floki’s overarching plan to establish a stronghold in the Dubai crypto landscape.
