Majid Al Futtaim has introduced Activate, the world’s first active gaming experience, to the Middle East. The concept, which blends gaming, entertainment, and physical activity, made its regional debut at City Centre Mirdif in Dubai on Wednesday.
This launch follows Majid Al Futtaim’s exclusive partnership with Activate Games Inc., aligning with the company’s strategy to diversify its portfolio with immersive and innovative entertainment experiences across the Middle East, Africa, and Asia.
Activate offers a unique gaming experience that challenges both physical and mental agility. The facility features nine light-up game rooms, 100 levels ranging from easy to extreme, and over 50 interactive games, including the TikTok viral sensation Mega Grid. Open to individuals aged six and above, Activate allows players to compete globally through identical game rooms worldwide.
“The launch of the first Activate in the Middle East reaffirms our commitment at Majid Al Futtaim to deliver innovative and engaging entertainment experiences for our guests across the region,” said Ignace Lahoud, Chief Executive Officer of Majid Al Futtaim Entertainment.
“The unique blend of gaming, entertainment and physical activity complemented by cutting-edge technology offers something truly unique for friends and families looking to create great moments together.”
“Expanding Activate internationally and opening in Dubai is a monumental step for us. It represents the culmination of years of innovation, hard work, and belief in the power of active, immersive gaming,” said Adam Schmidt, Co-Founder & CEO of Activate Games.
“It signifies our commitment to bringing innovative experiences to diverse audiences around the world.”
The gaming experience offers both cooperative and competitive modes, allowing players to challenge each other or work together. A global scoreboard adds an extra layer of excitement, enabling players to track their performance against others worldwide.
Tickets for Activate at City Centre Mirdif are priced at AED95 per player for a 60-minute session. Interested individuals can book their experience through the website playactivatemena.com.
This launch marks another milestone in Majid Al Futtaim’s journey as a leading lifestyle conglomerate in the region. With a workforce of over 43,000 people and assets valued at $19 billion, the company continues to shape the face of shopping, entertainment, and leisure across the Middle East, Africa, and Asia.
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