Animoca Brands Expands into Middle East with New Dubai Office and Leadership Appointment

On April 29, 2025, Animoca Brands announced its strategic expansion into the Middle East, establishing a presence in Dubai, United Arab Emirates. This move is aimed at meeting the increasing demands of Web3 organizations entering the region. The company has appointed Omar Elassar as the managing director for the Middle East and head of global strategic partnerships.

Omar Elassar will oversee Animoca Brands’ growth and operations in the Middle East. He will play a crucial role in enhancing the company’s presence in the region. The new Dubai office will serve as a hub for engaging with local and international partners, fostering innovation, and guiding strategic direction and partnership initiatives.

Omar Elassar’s Role and Experience

Omar Elassar brings eight years of experience in strategic Web3-native technology and financial business development to Animoca Brands. Before joining the company, he held senior executive roles at major Web3 protocols such as Polkadot, via Parity Technologies, and Ripple. His work focused on strategic partnerships and investments across various sectors, including gaming, music, decentralized social networks, real-world-asset tokenization, and payments.

Elassar’s background also includes roles in corporate and technology strategy and financial advisory at firms like Oliver Wyman, Deloitte, and Morgan Stanley. He holds an MBA from INSEAD and an Honours degree in Computer Engineering from the University of Waterloo in Canada.

Leadership and Strategic Growth

Evan Auyang, group president of Animoca Brands, commented on the appointment, stating that Elassar’s deep expertise in Web3 makes him an exceptional addition to the company. His leadership is expected to drive Animoca Brands’ strategic growth in the Middle East and beyond.

Omar Elassar expressed enthusiasm about the new office, highlighting the Middle East as one of the world’s most connected innovation hubs. He noted that joining Animoca Brands at this phase presents a unique opportunity to work with visionary builders and contribute to the wider integration of blockchain technology in a market poised for significant growth.

For more details, the official announcement can be found here.

Why This Matters: Impact, Industry Trends & Expert Insights

Animoca Brands’ expansion into the Middle East with a new office in Dubai and the appointment of Omar Elassar as managing director highlights the company’s strategic focus on the rapidly growing Web3 market in the region.

A recent industry report highlights significant growth in Web3 and crypto adoption in the Middle East, particularly in the UAE. This aligns with Animoca Brands’ expansion as the region continues to attract Web3 enterprises and investors due to supportive regulatory environments and innovative strategies.

According to expert insights, Dubai is positioning itself as a leading hub for Web3 technologies with favorable tax policies and proactive regulatory frameworks. This environment not only supports Animoca Brands’ strategic growth but also reinforces the significance of their new Dubai office in contributing to the region’s Web3 landscape.

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