Power League Gaming and du partner to bring esports to retail
The collaboration claims to be one of the first partnerships of its kind in the region between a gaming agency and a telecom provider – bringing competitive gaming directly into a retail environment and offering customers an immersive digital experience.
Launched on 10 May and continuing over four consecutive weekends, the tournament series will feature four of the region's most popular esports titles: Tekken 8, EAFC 25, Rocket League, and Fortnite. Held in-store, the activation aims to transform the retail space into a high-energy, interactive gaming hub for players and spectators alike.
'This activation is a bold showcase of how Power League Gaming and du are redefining retail through immersive, gaming-first experiences,' said Mathew Pickering, CEO of Power League Gaming. 'We're proud to collaborate on an initiative that not only champions innovation but also brings meaningful, community-driven gaming moments to young people – strengthening engagement with du's customer base through the power of play.'
According to du, this activation brings its 5G network capabilities to life, showcasing how ultra-fast connectivity and low latency can elevate real-time entertainment. By partnering with PLG, du is giving its customers the chance to experience the true potential of its network through something they love: gaming, powered by du's home wireless gaming enhanced router with 5G speeds and also its unstoppable network.
Each weekend, top performers will take home high-value prizes, including a Lenovo Legion Pro 7 gaming laptop for first place, a Samsung S25 Plus for second, and a Logitech G502 mouse and G773 headset for third — along with exclusive giveaways throughout the campaign.
Furthermore, the tournament is supported by some of the UAE's most popular gaming influencers, including Basharkk (@Basharkk), Saqer (@saqer_fut), Waad (@waad.alabdalla), and Rose (@roselloll), who will help drive engagement and community participation across digital platforms.
This landmark collaboration builds on du's longstanding legacy of empowering UAE communities through cutting-edge connectivity. Much like its network and home wireless products have supported customers across the nation for decades, this initiative extends du's commitment to creating meaningful digital experiences – this time through the lens of gaming and youth culture.
As du's official gaming agency partner, Power League Gaming will manage the full scope of the activation, from influencer engagement and social media to content production, and on-ground event delivery. The initiative reflects both brands' shared vision for engaging digitally connected communities with authentic, high-impact experiences.
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