PUBGM MENA Rap Campaign

Tencent approached BME to create a high-impact campaign that would drive awareness for PUBG MOBILE and promote its competitive ecosystem across the MENA region, including the PMPL Arabia competition.

The challenge was to connect with both existing esports fans and a wider youth audience who may not have been following PUBG MOBILE tournaments closely. To achieve this, BME developed a music-led campaign that used culture, entertainment, and regional talent as the entry point.

BME contracted rap superstars 3enba, Abyusif, and Randar to write and produce an original PUBG MOBILE-themed track, designed to promote the game and build excitement around the PMPL competition. BME also handled the full music video production, bringing the track to life through a bold, youth-driven visual campaign.

The result was a major cultural moment for PUBG MOBILE in Egypt and the wider region. The song became a top hit, gaining strong traction online and even playing in nightclubs across Egypt, helping PUBG MOBILE move beyond the gaming community and into mainstream youth culture.

The campaign successfully blended esports, music, and entertainment, creating a powerful promotional platform for PUBG MOBILE and its MENA competitive scene.

BME delivered:

• Campaign content production and management
• Creative direction for the campaign and its visual identity
• Video production, including shooting, editing, and interviews with professional teams
• Digital and social media content strategy
• Social media content generation across tournament and campaign channels
• Campaign assets and visual production
• Influencer and talent management
• Music celebrity collaboration with 3enba, Abyusif, and Randar
• Original theme song production and music video production
• Music video project management from concept to final delivery
• A live show match featuring 3enba playing PUBG MOBILE on the official PMPL livestream