High incomes and gradual legalization of gambling: GEO review of the United Arab Emirates

Today we are reviewing the UAE (United Arab Emirates) — a country with high salaries, no personal income tax, and gradual legalization of gambling.

In this article, we will take a closer look at what to focus on in the UAE, the specifics of the local audience, and other aspects of working with this GEO.

About the country

According to recent studies, 11 million people live here. In this territory, 65% of the population are men aged 25-32.

In the UAE, the majority of the population are immigrants (residents of Bangladesh, India, Pakistan, Egypt, the Philippines, and other South Asian countries), while the indigenous population accounts for only 11.5%.

Currency: dirham

Predominant languages: Arabic (native for many) and English (more suitable for business)

Religion: Islam (80%)

People spend most of their time on: Google, YouTube, and Facebook.

Internet speed in the Emirates is considered the fastest in the world. Most people use smartphones. Accordingly, it is worth considering and adapting landing pages for mobile devices.

Features of the audience in the UAE

The population and culture of the United Arab Emirates are somewhat different from what we are used to seeing in Tier-1 and Tier-2 countries.

It is very important for Arabs that the product is of high quality and has good results.

Here’s what to look for when targeting this GEO:

Religion

As we have already mentioned, 80% of the population in the UAE is Muslim. Islam has many specific rules and restrictions. Accordingly, this affects advertising approaches, PK timing, and how your advertising is perceived by the population.

For example, in the case of the UAE, creatives with hot images of women, black humor, and similar things that do not fit into the framework of Arab morality are definitely not suitable.

Also, keep in mind religious holidays and the fact that advertising will work differently during them. It is unlikely that during Ramadan, people will be eager to place bets or play slots.

Another point: Arabs read from right to left, so pay attention to that as well.

Legal restrictions

This applies to some controversial verticals. 

• Gambling is gradually being legalized here, but certain restrictions still remain in place. The population’s interest in it is growing, but we cannot say that there are a huge number of gambling addicts. 
• It is not recommended to advertise gray crypto. Such advertising is only allowed if you have a license, but the niche is still not very promising. 
• Nutra offers are also specific. The healthcare sector is very developed in the Emirates, so there is much less demand for “miracle cures” here. Such advertising is often blocked altogether, so keep that in mind.
• If you decide to work with the dating vertical, there is one thing to keep in mind: make sure that only communication and meetings between people without erotic undertones are involved. According to Arab moral principles, sexual relations between people who are not married are prohibited. This is mostly suitable for migrants, not the sheikhs themselves.

Approach to landing pages

When working in the UAE market, use clear landing pages without unnecessary fluff. More facts, less emotion.

Arabs value their time, so they need information to come quickly and be just as quick to understand.

Gambling vertical in the UAE

The United Arab Emirates is starting to issue licenses in the gambling niche, and public interest in this area is growing significantly.

However, the topic of online casinos and betting still remains a gray area. If you want to work legally, we recommend considering lotteries — they are legal here.

What should you use when promoting gambling?

• Less emotion. Yes, we are used to the fact that in most countries, offers that evoke a lot of emotion work best. However, everything is different in the Emirates. 
• Promotion to a wide range of GEOs. You can create an overview of offers in different regions, and potential players will choose their country themselves and read what interests them.
• Use mentions of bonuses, promo codes, advantages, etc. Remember that Arabs greatly appreciate benefits.

Crypto in the UAE

According to the latest Binance statistics, more than 30% of the population in the United Arab Emirates owns cryptocurrency. It is legal here and is not subject to VAT.

The population here is very solvent, so promoting crypto, investments, and options is really profitable.

What is the best approach to creatives?

A win-win option is the news approach. 

• Advertise offers from official sources, as this only increases trust and encourages user interaction with the ad.
• If you specify the exchange rate, be sure to take into account the ratio to the dirham.
• You can add positive reviews, guarantees, certificates, etc. to make the offer even more attractive.

Nutra in the UAE

We have already mentioned the highly developed healthcare sector. However, this does not mean that it is impossible to promote nutra here.

The main thing to consider when flooding nutra in the Emirates is:

• A large percentage of people are obese due to a sedentary lifestyle. Accordingly, offers related to weight loss and improving physical condition will be suitable here.
• There are also diabetics here. We have already written about how to sell to diabetics in our previous article.
• Style your pages like stores where you can easily place an order without unnecessary steps. Arabs like free shipping, various gifts, discounts, samples, etc.

In summary

It is really profitable to work with the United Arab Emirates. The high purchasing power of the population, the absence of personal income tax, the gradual legalization of gambling, and interest in cryptocurrency are a green light for working with this GEO.

However, you should still take into account certain characteristics of the population: religious, moral, and legislative aspects.