Valhalla, the popular blockchain-based MMORPG inspired by Norse mythology, has announced a major partnership in the United Arab Emirates (UAE). The game’s developer, Floki, unveiled the partnership with Dubai’s prestigious Mall of the Emirates on November 13, marking a significant milestone in their global outreach efforts.
The partnership will see Valhalla’s branding prominently displayed across 93 screens in the mall for a four-week campaign from November 15 to December 12. Mall of the Emirates, located in the heart of Dubai, is one of the world’s most iconic shopping destinations and attracts millions of visitors each year. With a daily footfall of approximately 111,500 people, the mall offers Valhalla a prime opportunity to reach a diverse and international audience.
Spanning an area of 255,489 square meters, Mall of the Emirates boasts over 630 retail outlets, 80 luxury stores, and 250 flagship stores. It also features popular attractions such as Ski Dubai, Magic Planet, and VOX Cinemas, as well as over 100 restaurants and cafes. This diverse range of offerings makes it a top destination for both locals and tourists.
The goal of the campaign is to increase Valhalla’s presence in the UAE, a key market for cryptocurrency adoption. Despite its smaller population, the UAE ranks as the third-largest crypto economy in the MENA region, with $34 billion in crypto transactions recorded between July 2023 and June 2024. This represents an impressive 42% year-on-year growth, far outpacing the MENA average of 11.73%, according to Chainalysis.
Dubai’s rapid evolution into a crypto hub has been driven by initiatives such as the Dubai International Financial Centre (DIFC) and Virtual Asset Regulatory Authority (VARA), which offer crypto-friendly regulatory frameworks. This has attracted major players and startups, cementing Dubai’s position as a global leader in the crypto industry.
Valhalla’s campaign at Mall of the Emirates aligns perfectly with this momentum. By showcasing its brand in one of Dubai’s busiest and most iconic locations, Floki aims to increase awareness and adoption of its ecosystem. This campaign follows their recent four-week marketing initiative at WAFI Mall in Dubai, which ran from November 8 to December 5 and featured their branding across 18 digital screens. These efforts are part of Floki’s larger strategy to dominate the Dubai crypto scene.
Valhalla is a blockchain-based MMORPG that offers players the opportunity to discover, tame, and battle with creatures called Veras. The game features a player-driven economy and a hexagonal battlefield designed for dynamic combat. Floki, the people’s cryptocurrency and utility token of the Floki Ecosystem, is focused on utility, community, philanthropy, and strategic marketing. With over 490,000 holders globally, Floki has already established a strong brand presence and is working towards becoming the world’s most recognized and used cryptocurrency.