With just 8 percent of crypto investments being made by over 55s, the generation gap remains a big challenge for the future of decentralized finance.  

To tackle this, Binance, with the support of their MENAP agency The Romans, has launched Binance, Boomers, and Backgammon — a Ramadan campaign that reimagines how crypto education should work. Stripping away the jargon that often alienates older generations, Binance took the conversation to a setting where strategy, risk, and opportunity have been debated for centuries — the backgammon table — creating a space for organic, culturally relevant discussions about digital finance.

By aligning the centuries-old game with crypto strategy, Binance was able to create a unique place setting for a warm-hearted, humourous film that plays on the juxtaposition between tradition and innovation. 

The campaign sees Sami Khojali, Growth and Operations Associate at Binance, tasked with pitching crypto as a viable investment opportunity, while attempting to keep pace with some of the country’s most celebrated senior backgammon players. 

To amplify the initiative further, Binance gifted beautifully-crafted, branded backgammon boards to media and creators during a bespoke iftar at XVA in the Al Fahidi District in Dubai. They then engaged in a number of Binance vs Media backgammon match-ups to celebrate the tradition of the game and the occasion of Ramadan. 

Commenting on the campaign, Bana Khalaf, PR & Comms MENA Lead at Binance said: “Crypto doesn’t have to be intimidating or overly technical — it’s about finding the right way to start the conversation. For us, that meant meeting people where they already are: at the backgammon table, during Ramadan, surrounded by family and friends. This campaign isn’t about pushing crypto on anyone; it’s about making it relatable, approachable, and even fun. If we can get people talking about crypto over a game of backgammon, we’ve already won.”

This is where Binance, Boomers, and Backgammon was born, reframing the conversation around crypto for older generations in a way that’s meaningful, memorable, and entertaining. 

Explaining the concept, Joe Lipscombe, Partner at The Romans, said, “Crypto is often seen as a young person’s game. One that’s volatile, risky, and technically complex. It’s not easy to directly engage older audiences in a discussion like this. So, we flipped the setting. Instead of a sales pitch, we introduced crypto at the backgammon table during Ramadan—where generations have been discussing life, strategy, and risk for centuries.”

The film, under the stewardship of creative director Adham Abdullah, was produced by Dubai-based Liwa, the hybrid creative and production house behind some of the region’s most-loved campaigns. 

Binance, Boomers, and Backgammon marks the first major piece of Arabic-first, creative work between the disruptive duo.