Dubzplay

THE BRIEF

Atteline was approached by Dubzplay, a dynamic and fresh development company specialising in AAA mobile games and applications to announce the launch of StyleCity, with clear positioning of Dubzplay as the founding entity. Founded in 2015, Dubzplay is revolutionising the mobile gaming and application industry in the MENA region through the development and introduction of celebrity focused applications in English and Arabic that are strategically planned from a consumer market perspective. Dubzplay acquires a roster of celebrities on exclusive mobile application contracts and builds an ecosystem around those personalities from which high-quality “fashion and lifestyle” applications, such as StyleCity, are launched. For the launch of StyleCity, Dubzplay boasted exclusive contracts with some of the biggest celebrity names in the region, including The Real Fouz, Nohastyleicon and Model Roz.

THE DELIVERY

Our key tactic was media relations across consumer and business publications distributing the news via news alerts, interviews, Q&As, bylines and commentary with the two founders.

THE OUTCOME

With over 200,000 downloads, 

StyleCity is the fastest downloaded game in the UAE. Furthermore, we topped the charts within the first two days of launch.

Build brand awareness – With a total circulation of over 6 million, we got our brand in front of new audiences. We saw a total PR value of over $126 million in four months.

Manage brand reputation – Through 100% key message penetration in our coverage, our brand messaging was positive and accurate.

Reach new audiences to further brand reach and support bottom line – We saw over 200,000 downloads across the UAE and KSA.