Majid Al Futtaim Entertainment introduces Activate, the world’s first active gaming experience, to the Middle East

 

Dubai, United Arab Emirates, 18 September 2024: Majid Al Futtaim Entertainment is proud to launch its latest entertainment experience, Activate, in the Middle East. The inaugural location at City Centre Mirdif marks the beginning of an ambitious expansion plan to establish 40 sites across the region over the next decade following the signing of an exclusive partnership with Activate Games. The introduction of Activate is aligned with Majid Al Futtaim Entertainment’s long-term strategy to enhance and diversify its portfolio with immersive and innovate entertainment experiences that appeal to families and communities across the Middle East. 

 

Activate is the world’s first active gaming experience and offers a unique blend of gaming, entertainment, and physical activity. Designed to captivate audiences of all ages, the innovative concept integrates cutting-edge technology and engaging gameplay to create a truly immersive experience. Featuring nine light-up game rooms, 100 levels from easy to extreme, and over 50 interactive games including the TikTok viral sensation Mega Grid, Activate welcomes everyone over the age of six years old to test their physical and mental agility, enjoy shared experiences, and rise through the ranks in the global scoreboard. 

 

“At Majid Al Futtaim Entertainment, we are committed to redefining the entertainment landscape in the MENA region and providing experiences where friends and families can come together and create lasting memories. By merging entertainment, gaming and physical activity, Activate is a unique experience that stands apart from anything currently available and is set to elevate the standard of leisure and entertainment across the region. Our ambitious plans to expand our footprint across the region with 40 sites is a testament to our confidence in the potential of Activate,” said Ignace Lahoud, Chief Executive Officer, Majid Al Futtaim Entertainment. He added, “Given our shared goal to create innovative and unparallelled experiences for our guests, we are excited to embark on this journey with Activate Games and bring this active gaming concept to even more guests across the region.” 

 

"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. It signifies our commitment to bringing innovative experiences to diverse audiences around the world. Majid Al Futtaim is a powerhouse in the region, and we are excited to be part of that energy, creating a space where people can connect, challenge themselves, and have fun in entirely new ways.  This expansion is just the beginning of our vision to redefine entertainment on a worldwide scale", added Adam Schmidt, Co-Founder & CEO of Activate. 

 

Founded in Winnipeg, Activate currently operates over 30 locations across Canada and the US with an additional 15 due to open this year in North America. Last November, Majid Al Futtaim Entertainment signed an exclusive deal with Activate Games Inc. and secured the rights to become the exclusive provider of the active gaming experience in the Middle East. 

 

Suitable for anyone over the age of six years old, Activate has up to 10 levels from easy to extreme. Guests can play with each other in cooperative mode or switch it up and challenge other players in competitive mode. Rise through the ranks and discover where you stand on the scoreboard, as each Activate facility is designed to appeal to a broad demographic and each location features identical game rooms to enable players all over the world to compete and forge friendships. 

 

Since 2005, Majid Al Futtaim Entertainment has been the industry’s pioneer in one-of-a-kind leisure offerings, bringing real snow to the desert in Ski Dubai, Ski Egypt, Snow Oman, and Snow Abu Dhabi. It also operates the MENA region’s largest cinema exhibitor, VOX Cinemas, which has more than 600 screens. 

 

Be among the first players to #EnterTheGame in Activate City Centre Mirdif. For more information or to book tickets, visit playactivatemena.com. Follow us on @activategamesuae for further updates.