botimMaking money move through play

Service
  1. Event experience
Industry
  1. Financial services

botim by Astra Tech is a well-established, trusted communication platform in the UAE, where more than 150 million users connect. We helped botim tell people at GITEX Global they can now save, grow and spend their money, building a story through the power of play.

Challenge

At a major global technology event like GITEX Global, exhibitors often default to technical demos and dense product screens. botim wanted to communicate its new financial proposition to an international audience – who may only know it as a calling app – in a way that was memorable, joyful and unmistakably botim.

botim asked us to create an activation that would cut through, spark curiosity and tell a clear story about its new AI finance capabilities. We had to show how botim empowers people to earn, grow and manage their money in a way that felt intuitive, exciting and instantly graspable by passers-by.

Insight

We led with a simple idea: in a sea of serious screens and corporate chat, play would stand out. Games invite participation, generate energy – and allow people to experience a product story without needing to be told.

We wanted to bridge the worlds botim inhabits. A consumer-facing brand known for personality and connection, it exists within the sophisticated technology ecosystem of G42. Our creative challenge was to strike the right balance: playful enough to reflect botim’s character, and polished enough to sit confidently within a corporate environment.

Solution

We designed Money Moves, a series of connected mini-games that let people feel how money flows within the platform. In a seamless three-minute experience, players earn, grow and spend money accompanied by Bo, an in-game assistant.

Storytelling and subtle transitions create a coherent narrative across the games, and a scoreboard summarises and ranks performance. A signature animated graphic – the Botim arm – interacts with the money and brings a human touch. Simple, friendly messaging keeps the experience smooth, injecting just the right amount of humour and brand flavour.

Money Moves helped reposition botim as a financial service provider in a way that was clear, compelling and culturally resonant. Drawing a continuous crowd at GITEX Global, it achieved what few other executions managed: it turned a financial product story into pure human engagement. It made business fun.

Money Moves created a new touchpoint to engage thousands of global event visitors, raising awareness of our financial offerings in a playful, relatable, and human way. The games reflect our philosophy of making innovation accessible, inclusive, and empowering millions of users. They delivered exactly the kind of experience we want people to associate with botim money – intuitive and seamless, with a touch of play.

Hazem Beshr, Head of Marketing & Communications, Botim
Close-up of a Money Moves game screen showing falling coins and the botim arm.
Wide view of the botim booth at GITEX Global with a crowd around the game screens.
Visitors playing Money Moves on tall touchscreens at the botim booth.
Graphic card for the Money Moves experience in botim brand colours.
Second graphic card from the Money Moves activation.
Game interface still from one of the Money Moves mini-games.
Game interface still from another Money Moves mini-game.
Two visitors lean in to play Money Moves on a large vertical screen.
Bo, botim’s AI assistant character, on a colourful pin graphic.
A crowd watches and waits to play Money Moves at the botim booth.
The illuminated botim booth on the GITEX show floor.

Related projects

G42Telling the story of intelligence

KhaznaPutting the invisible centre stage

Related thinking

A five-box empty word puzzle row on an orange background, with the clue below reading: Game innovation primarily transformed brand reputation (5).

Why it pays to play in B2B

Games aren’t just for fun – they can shape a serious engagement strategy.

Rose Stewart, Design Director

A man in a light blue suit stands in the center of a modern tech exhibition booth, facing a large vertical screen displaying an interactive presentation for G42's Intelligence Grid. Overhead, a wide illuminated sign reads, HOME OF THE INTELLIGENCE GRID FOR AI-NATIVE SOCIETIES, while other attendees mingle in the background.

Putting AI first: how the UAE is transforming conversations, brands and societies

Ben Bush reflects on an inspiring week at GITEX GLOBAL, where 200,000 people descended on Dubai from more than 180 countries. And all of them wanted to talk about AI.

Ben Bush, Partner and Head of Strategy

See all thinking ↗