PlayStation Arabia · Sony Interactive Entertainment MEA, via ITP Gaming
PlayStation Arabia,day to day.
Day-to-day creative ownership of @playstation_arabia, PlayStation Arabia on Facebook and @PlayStation_ME on X since April 2026, plus production support on the YouTube channel and Playmaker programme since late 2024. I know how global content gets to a regional channel because I am the person it gets to.
- Client
- Sony Interactive Entertainment, Middle East, Africa, Turkey and India (regional team)
- Agency
- ITP Gaming, ITP Media Group, Dubai
- Channels
- Instagram 1.49M · Facebook 557K · X 356K (Sep 2026)
- My role
- Senior Content Executive. Calendar, concepts, localisation, production, approvals, publishing, reporting. Creative lead on the 2026 summer campaign and the It Happens on PS5 shoot.
- Period
- Apr 2026 to present (owned channels: a three-month interim, then a 12-month retainer); Oct 2024 to present (production support)
What the work involves
Eight steps,every month.
This is the part of the job that does not show up in a feed. It is also the part that transfers directly to a global content team working with international social teams.
- 01
Monthly content calendar
Plan the month across Instagram, Facebook and X against the global release calendar, regional moments and the client's priorities (PlayStation Plus, PlayStation Store, hardware). Posting plans go to the client for sign-off before anything is built.
- 02
Global media box and asset libraries
Work from the global toolkits, trailers, key art, social cutdowns and brand guidelines as they land, and from the regional team's briefs. Know what exists before proposing anything.
- 03
Selection and regional opportunity
Decide what travels as-is, what needs a regional angle and what should be skipped. World Cup coverage was the lowest-performing content of June; a release-calendar post that happened to feature Wolverine was the best of the year.
- 04
Localisation
Gulf Arabic copy, Arabic game titles and logos where they exist, the right age rating per market (UAE and Saudi differ), store availability checks for both markets, and platform-specific crops and lengths.
- 05
Original concepts
Monthly concept decks in the regional submission format: elevator pitch, objective, KPI, audience segment, local insight, go-live, budget, channels. Then the production.
- 06
Production
Carousels and statics in Photoshop, video in Premiere Pro, motion in After Effects. I produce most of it myself and brief a motion designer for animation-heavy pieces.
- 07
Submission, feedback and approval
Everything goes through Wrike for the regional team's review. Feedback rounds, legal lines, rating checks, then approval and scheduling.
- 08
Publishing and reporting
Schedule, publish, monitor comments, and report monthly: platform tables, best and worst performers, learnings and recommendations. Campaign wrap-ups against the client's KPI forecasts.
Case studies
The work,in detail.
PlayStation Arabia · Campaign identity
Play Your Way
The summer 2026 campaign: a stamp, a blue camper van and a road trip through PlayStation worlds, across social and a three-part YouTube series.
- Identity
- Motion
- Social system
Formats
Community formats
The identity carousels, prompts, giveaways and memes behind the engagement story.
Also in 2026
Launches, moments and the podcast.
Saros launch, April to May
Twenty posts around Housemarque's launch: giveaway (8,940 entries), survival guide, Roguelike vs Roguelite explainer, memes, Guess the Time with the host. 2.14M views against a 290K forecast.
Days of Play, June
Sixty-six posts in a month: a giveaway series (Astro Bot, Ghost of Yōtei, Saros, Marathon), hardware offers and winner stories. 2.7M views, 89K interactions.
Marvel's Wolverine, October 2025 to October 2026
A launch year of owned content from the first announcement to post-launch combat reels. 61 pieces, 2.16M views.
Press X podcast
Social plan for the PlayStation Arabia podcast (teaser, launch, sustain), thumbnails, behind-the-scenes photography and a guidelines one-pager for the design team.
Playmaker programme
We manage the PlayStation Playmakers regionally. Creator briefs, scripts and talking points, the content pieces that support their events and shoots (It Happens on PS5, Press X, MEFCC, UCL), and the behind-the-scenes stills.
Monthly reporting
Platform tables, best and worst performers, recommendations. Campaign wrap-ups measured against the client's KPI forecasts.