Apparel Group & Immersive Gamebox Start Partnership in Middle East
© Photo: Immersive Gamebox
(eap) Dubai-based retailer Apparel Group and UK-based international leisure company Immersive Gamebox have recently entered into an exclusive franchise partnership for the next five years to bring interactive digital gaming experiences to numerous shopping malls in the Gulf Cooperation Council (GCC) region. The first locations are due to open shortly.
An immersive gamebox attraction offers interactive game environments for small groups of two to six players and for different age groups. The teams are immersed in 360-degree worlds equipped with touchscreen walls: The respective gaming content is projected onto the walls and the guests actively control the course of the game through their movements, which is made possible by 3D motion tracking technology. The absence of any equipment such as VR headsets or controllers is intended to ensure a high degree of immersion. Various game contents with a duration of 30 to 90 minutes are available for a broad target group, for which Immersive Gamebox holds numerous IP partnerships (including “Batman”, “Ghostbusters” and “Paw Patrol”). There are now more than 30 Immersive Gamebox installations in operation worldwide – the partnership with the Apparel Group means that more will now be added in the Gulf States.
“We’re excited to partner with Apparel Group to bring Immersive Gamebox to some of the GCC’s most vibrant destinations. Society has shifted, and high-end retail parks and shopping malls are no longer just places to shop – they’re becoming cultural hubs where entertainment is expected, not optional. These high-footfall environments are the perfect launchpads for immersive gaming experiences, which thrive in spaces built for discovery, connection, and shared excitement. With Apparel Group’s regional expertise and our next-gen gaming tech, we’re set to redefinde what leisure looks like across the Middle East.”
The Apparel Group, which has more than 85 international brands in its portfolio, has a particularly strong presence in the Gulf region. India, South Africa and South East Asia are currently important growth markets for the Group. ■
