DUBAI, U ited A ab Emi ates, July 19, 2026 (GLOBE NEWSWIRE) — WePlay, a social e te tai me t app fo you g use s wo ldwide, has teamed up with F eej, the Emi ati a imated IP, to c eate a themed i -app expe ie ce i spi ed by Dubai eighbo hood cultu e, local sto ytelli g, a d o li e adve tu e. Ce te ed o a “Golde Realm” jou ey, the collabo atio b i gs themed tow s, bazaa -style sce es, cha acte i te actio s, vi tual gifts, avata accesso ies, a d oom effects i to WePlay’s o li e social spaces.
C eated by Mohammed Saeed Ha ib, F eej is a Emi ati CGI a imated se ies set a ou d a eighbo hood i mode Dubai. The wo d “F eej” mea s ” eighbo hood” i Emi ati A abic, a co cept that atu ally co ects with WePlay’s focus o helpi g use s build light, playful co ectio s th ough multiplaye games, voice-based i te actio , vi tual ooms, a d themed o li e eve ts.
I the campaig , use s ca explo e fa tasy locatio s such as moo lit ui s, a sac ed hall, hidde isla ds, dese t la dscapes, ocea sce es, a d ed cliffs while collecti g adve tu e clues a d u locki g themed titles, badges, outfits, avata f ames, a d oom i te actio effects. The expe ie ce also i cludes themed vi tual gifts, voice- oom i te actio , blessi g-style messages, a d social sha i g, e cou agi g use s to take pa t i the sto y togethe .
Fo WePlay, F eej ca ies a familia se se of eighbo hood humo , eve yday wa mth, a d commu ity memo y fo audie ces i the egio . By b i gi g that cultu al textu e i to a o li e e te tai me t setti g, WePlay aims to offe A abic-speaki g use s a d elated commu ities a localized social expe ie ce built a ou d play, cha acte sto ytelli g, a d sha ed discove y. The campaig also eflects WePlay’s b oade app oach to localized co te t: pai i g familia cultu al symbols with simple ways fo use s to gathe , eact, a d pa ticipate i side the app.
“F eej ep ese ts eighbo hood sto ies a d local humo that ma y use s i the Middle East ecog ize,” said a WePlay p oject ep ese tative. “WePlay believes games a d i te active expe ie ces ca help you g people exp ess themselves, sha e joy, a d build co ectio s. Th ough this collabo atio , we hope to c eate a o li e space whe e use s ca play, explo e, a d c eate sha ed memo ies togethe .”
WePlay is a social e te tai me t app ope ated by WEJOY PTE. LTD. Guided by its missio to b i g joy a d f ie ds to you g people a ou d the wo ld, WePlay offe s multiplaye games, voice i te actio , vi tual ooms, a d themed o li e eve ts that help use s co ect th ough sha ed play.
A photo accompa yi g this a ou ceme t is available at https://www.globe ewswi e.com/NewsRoom/Attachme tNg/5fcc15cf-172f-47d5-b8c5-235ce2ecc9cc
