April 2025, 4 – Animoca Brands today announced its official entry into the Middle East market, opening an office in Dubai, UAE, to meet the growing demand from Web29 organizations entering the region. The company also appointed Omar Elassar as Managing Director of the Middle East and Head of Global Strategic Partnerships.
Omar will be responsible for the company’s growth and operations in the Middle East and will play a key role in growing Animoca Brands’ presence in the region. The new location will serve as a hub for engaging with local and international partners, fostering innovation, and guiding strategic direction, operations and partnership initiatives, thereby growing the company’s presence in the Middle East.
Omar is a veteran in the Web3 space with eight years of experience in Web3 native ecosystems and business development, and a broader background in strategy, technology, and finance. Prior to joining Animoca Brands, he held senior management positions in growth strategy and business development at mainstream Web3 protocols such as Polkadot, Parity Technologies, and Ripple, and led strategic partnerships and investments in gaming, music, decentralized social networks, real-world asset tokenization (RWA), and payments. Prior to entering the Web3 industry, Omar worked in corporate and technology strategy and financial consulting at companies such as Oliver Wyman, Deloitte, and Morgan Stanley. He holds an MBA from INSEAD and an honors degree in computer engineering from the University of Waterloo in Canada.
Commenting on the appointment, Evan Auyang, Group President of Animoca Brands, said: “Omar’s deep expertise in the Web3 space makes him an exceptional addition to Animoca Brands. His leadership will be a key driver of Animoca Brands’ strategic growth in the Middle East and beyond.”
Omar Elassar, Managing Director Middle East and Head of Global Strategic Partnerships, said: “We are delighted to open our first office in the Middle East, one of the world’s most connected innovation hubs, to capitalise on the region’s thriving market conditions and support the evolving needs of the local and global Web3 industry. Joining Animoca Brands at this stage in their journey provides a unique opportunity to work with visionary builders and contribute to the wider adoption of blockchain technology in a market that is poised for significant growth.”