Since moving to Abu Dhabi's twofour54 after being based in Lebanon, Triangle MENA has worked with some of the top regional and international brands, the latest of which is Abu Dhabi Gaming.
Founded in 2012 in Beirut, Lebanon, Triangle MENA launched with two staff members, no office, and a big dream.
Fast-forward to 2021, and Triangle is now an award-winning hybrid boutique agency that has since moved operations to Abu Dhabi's thriving media ecosystem twofour54, working for some of the biggest regional and international brands. Triangle's work includes creating the multimedia and video-on-demand website for Rotana, the Arab World's largest entertainment company, as well as completing projects for TikTok, the Department of Culture and Tourism, and many more.
Most recently, the agency created the digital platform for Abu Dhabi Gaming, a new collaborative initiative by twofour54 that will drive and build a self-sustaining gaming and e-sports ecosystem in Abu Dhabi.
Hoping to learn more about their agency, their work, and the benefits of moving to Abu Dhabi, the Abu Dhabi SME Hub spoke with Nadim Bou Yazbeck, Co-Founder and Managing Director at Triangle MENA.
Can you tell us about your company and its activities, and why you decided to move to Abu Dhabi?
Triangle MENA is a Digital Boutique Agency that offers high-end digital quality services and support for clients in the MENA region. Our area of expertise lies in User Experience design, User Interface design, Platform Development, Live Streaming Solutions, Video on Demand, AI applications, publishing, and hosting services.
We took the decision to move our headquarters to Abu Dhabi in order to be closer to our clients in UAE and GCC, learn even more about their local culture, and be prepared to offer high-quality services with reasonable prices, by having a competitive advantage and positioning ourselves half-way between multinational agencies who offer the same quality services that we do for a much higher price, or small offshore agencies who offer lower-priced services but are unable to match the quality we provide.
How was your transition to the Emirate, and did you receive support from any ecosystem players with this move?
The transition was smooth and successful. A large part of its success is due to the great support of twofour54 throughout legal incorporation, opening doors and networking, which allowed us to participate in different tenders and project briefs. The ecosystem that twofour54 creates was integral for us to start working with multiple entities in Abu Dhabi, especially in the media sector.
Would you say you have found more clients/business since you moved here, and if so, please highlight the reasoning behind this?
Yes, we can proudly confirm that moving here granted us the opportunity to find more clients/businesses, thanks to the following reasons:
What have your biggest projects been since you moved here?
Here a list of our biggest projects since we moved here amongst many others:
You designed the AD Gaming website. How will this digital portal support the gaming industry in Abu Dhabi and the MENA region, and what resources and tools does it provide?
We have to point out that Abu Dhabi Gaming platform is only at the beginning of its full potential, as we still haven't developed 20% of the whole platform.
In brief, the platform offers a great opportunity for the whole gaming ecosystem (players, companies, advertisers, etc.) to be under one umbrella through engaging, communicating, organizing and monetizing the growth of this industry in the region, especially in Abu Dhabi that is becoming the capital of the esports and e-gaming industry in the Middle East and GCC. The AD Gaming team is fully committed to developing Abu Dhabi as a hub for gaming and Esports in the region and as Triangle, we are a big believer in the future of esports in the region and working closely with AD Gaming on moving forward with this vision.
What are your growth plans for the next 3 years, and how did the move to Abu Dhabi change your prospects for the future?
Moving to Abu Dhabi helped us to have a closer look at how the whole digital ecosystem works in the GCC, and provided us with a better understanding of the struggle that many clients are facing with other agencies when it comes to their requirements.
All in all, we have been building and adjusting our strategy for the coming years in a way that meets our clients’ expectations in terms of quality, price, support, cultural understanding, and availability.
We are looking to expand our offering and services without turning into a "hit and run" agency, while emphasizing our identity as a hybrid boutique agency.
Nadim Bou Yazbeck, Co-Founder and Managing Director at Triangle MENA