Animoca Brands has officially expanded its operations to the Middle East with the opening of a new office in Dubai, United Arab Emirates. The move reflects the company’s intent to support the increasing number of web3 organizations entering the region. Dubai, known for its growing technology and blockchain ecosystem, will serve as a base for Animoca Brands to engage with regional and international partners.

Why Dubai?

The Dubai office will function as a regional hub to facilitate collaboration, guide strategic initiatives, and help advance the company's role in the evolving web3 landscape. The company’s expansion aligns with a broader trend of web3-focused companies seeking opportunities in the Middle East due to its supportive regulatory environment and growing interest in digital technologies.

Animoca Brands Opens New Office in Dubai

Omar Elassar Appointed to Lead Middle East Operations

To lead its regional efforts, Animoca Brands has appointed Omar Elassar as managing director for the Middle East and head of global strategic partnerships. Elassar will oversee the company’s regional operations and play a key role in shaping its strategic direction in the Middle East. His responsibilities will include developing partnerships, managing business growth, and supporting Animoca Brands’ global web3 initiatives.

Elassar brings eight years of experience in the web3 sector, along with a professional background that spans strategy, finance, and technology. Prior to joining Animoca Brands, he held senior leadership roles at Polkadot through Parity Technologies and at Ripple. In these positions, he led strategic partnerships and investment efforts across sectors including gaming, decentralized social media, tokenization of real-world assets, and digital payments.

Before transitioning into the web3 industry, Elassar worked in corporate strategy and financial advisory at global firms such as 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.

Animoca Brands Opens New Office in Dubai

Strategic Role in Regional Growth and Innovation

According to Evan Auyang, group president of Animoca Brands, Elassar’s appointment represents a strategic addition to the company’s leadership. Auyang stated that Elassar’s experience in the web3 space would be instrumental in supporting the company’s expansion and operations across the Middle East and beyond.

Elassar emphasized the importance of establishing a local presence in a region that is becoming increasingly central to the development of blockchain and digital technologies. He noted that the Middle East offers a dynamic environment for innovation and presents new opportunities for web3 integration. Elassar expressed his intent to collaborate with local stakeholders and contribute to the ongoing development of the regional ecosystem.

Animoca Brands Opens New Office in Dubai

Strengthening Global Presence in Web3

The launch of Animoca Brands’ first office in the Middle East is part of the company’s broader strategy to expand its global footprint and enhance its position in the web3 industry. By establishing operations in Dubai, the company aims to strengthen its network of partners and support the growing demand for blockchain-based solutions in the region. As web3 continues to gain momentum globally, Animoca Brands’ expansion into the Middle East highlights the company’s focus on regional engagement, long-term development, and contribution to the global web3 economy.