botim
Making money move through 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.

Hazem Beshr, Head of Marketing & Communications at botim, commented:

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.