Animoca Brands Expands to Dubai with New Middle East Hub in Web3 Push

Editorial Team

Last updated 1-05-2025

3 min

Hong Kong-based Animoca Brands is opening a new office in Dubai to expand its presence.

Omar Elassar has been appointed as managing director for the Middle East region.

The Dubai office aims to be a hub for local start-ups and global collaborations.

Elassar, with significant Web3 experience, will lead strategic growth in the Middle East.

Dubai's vibrant business climate makes it an ideal location for Animoca's expansion.

Hong Kong-based Animoca Brands, a leading investor specialising in Web3, blockchain, and digital entertainment, has revealed its plans to establish a brand-new office in Dubai as it builds on its presence in the Middle East. The announcement underlines the company's ambition to support the quickly growing number of Web3 initiatives that have sprung up throughout the region.

Animoca Brands has confirmed the appointment of Omar Elassar as managing director for the Middle East region, as well as head of global strategic partnerships. Elassar will be tasked with steering the company's operations in the Middle East—as well as charting strategic direction and consolidating Animoca's regional partnerships.

The office in Dubai is set up to function as a central hub, enabling collaboration with local start-ups and global organisations alike, strengthening Animoca's position within the Middle East’s flourishing tech and innovation ecosystem.

Elassar brings with him solid expertise, having spent eight years leading Web3-focused business strategies in fintech and advanced digital technology. Before signing on with Animoca Brands, he held key roles with prominent Web3 initiatives, including Polkadot (via Parity Technologies) and Ripple, overseeing projects in gaming, decentralised social media, tokenisation of real-world assets, music, and digital payments.

His career journey has also seen him working in strategic positions at big-league consultancy firms including Oliver Wyman, Deloitte, and Morgan Stanley. Elassar earned his MBA at INSEAD and holds an Honours degree in Computer Engineering from Canada’s University of Waterloo.

Reflecting on the hire, Animoca Brands' group president Evan Auyang said: “Omar’s deep expertise in Web3 makes him an exceptional addition to Animoca Brands. His leadership will be a key driver in driving Animoca Brands’ strategic growth in the Middle East and beyond.”

Elassar himself expressed enthusiasm at his new role, “Joining Animoca Brands at this phase in its journey presents a unique opportunity to work with visionary builders and contribute to the wider integration of blockchain technology in a market that is poised for significant growth,” he stated.

Dubai, well known world-wide for its innovation and vibrant business environment, becomes a natural choice for Animoca's further expansion. Middle Eastern markets, particularly the Gulf region, have been seizing opportunities within Web3 with increasing gusto, positioning places like Dubai as a magnet for global tech firms.

This move by Animoca appears well-timed, as the Middle East gears up to be an influential player in digital innovation. For many industry observers frequenting platforms like Arageek, Dubai's continued attraction of web pioneers can only enhance the region's reputation as a global digital hotspot.

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