Animoca Brands, a Hong Kong-based company known for its investments in Web3, blockchain, and digital entertainment, has announced its expansion into the Middle East with a new office in Dubai.

The move comes as part of the company’s efforts to support the increasing number of Web3 organisations entering the region.

As part of this expansion, Animoca Brands has appointed Omar Elassar as managing director for the Middle East and head of global strategic partnerships.

He will be responsible for overseeing the company’s growth and operations in the region, as well as guiding its strategic direction and building partnerships.

The Dubai office will serve as a regional hub, allowing the company to collaborate with both local and international partners, while advancing its presence in the Middle East’s rapidly growing tech and innovation landscape.

Omar Elassar brings eight years of experience in Web3-native, technology, and financial business development.

Before joining Animoca Brands, he held senior roles at Web3 protocols such as Polkadot (via Parity Technologies) and Ripple, where he led efforts in gaming, music, decentralised social networks, real-world-asset tokenisation (RWA), and payments.

He has also worked in corporate and technology strategy and financial advisory at Oliver Wyman, Deloitte, and Morgan Stanley.

Elassar holds an MBA from INSEAD and an Honours degree in Computer Engineering from the University of Waterloo, Canada.

Group president of Animoca Brands, 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.”

Commenting on his appointment, Elassar said:

“ 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.”

Featured image credit: edited from Pexels