Majid Al Futtaim, a leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia launched its latest entertainment experience, Activate, at City Centre Mirdif. The introduction of Activate follows the signing of a partnership with Activate Games Inc., to become the exclusive provider of the active gaming experience in the Middle East is aligned with Majid Al Futtaim’s long-term strategy to enhance and diversify its portfolio with immersive and innovative entertainment experiences that appeal to families and communities across the region.
Activate is the world’s first active gaming experience that 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.
“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. 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, said Ignace Lahoud, Chief Executive Officer, Majid Al Futtaim Entertainment. He added, “We are excited to embark on this journey with our strategic partners, Activate Games, and building on the success they have experienced in North America.”
“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 Games.
Guests at Activate can choose to play with each other in cooperative mode or challenge other players in competitive mode. They can also rise through the ranks and discover where they stand on the scoreboard, as each Activate facility features identical game rooms to enable players all over the world to compete and forge friendships.
Be among the first players to #EnterTheGame in Activate City Centre Mirdif. For more information or to book tickets, visit playactivatemena.com. Tickets cost AED95 per player for 60 minutes. Follow us on @activategamesuae for further updates.
About Majid Al Futtaim
Founded in 1992, Majid Al Futtaim is an Emirati-owned, diversified lifestyle conglomerate operating across the Middle East, Africa and Asia. The Group started from one man’s vision to transform the face of shopping, entertainment, and leisure to ‘create great moments for everyone, every day’. It has since grown into one of the region’s most respected businesses, employing more than 43,000 people, with owned assets valued at US$19 billion and has the highest credit rating (BBB) among privately held corporates in the region. Majid Al Futtaim owns and operates 29 shopping malls, seven hotels and five mixed-use communities, welcoming more than 600 million customers through its doors every year.
Majid Al Futtaim operates more than 600 VOX Cinemas screens as well as a portfolio of world-class leisure and entertainment experiences across the region including four indoor ski locations in Dubai, Abu Dhabi, Cairo and Oman as well as family entertainment centers Magic Planet and Little Explorers.
It is the proud owner of the flagship Mall of the Emirates, Mall of Egypt, and Mall of Oman with the iconic City Centre shopping malls rounding out its portfolio across the region. The Group partners with world-class fashion, home, and beauty retail brands with over 70 stores across the GCC, including lululemon, LEGO, Crate and Barrel, Shiseido and THAT, a Majid Al Futtaim multi-brand concept store and app. It is also the exclusive franchisee for Carrefour across markets in the Middle East, Africa and Asia, serving 770,000 customers daily. These offerings are powered by the UAE’s fastest growing loyalty programme SHARE, which offers customers a more personalised and data driven experience. The developer of choice for the region, Majid Al Futtaim is the creator of mixed-use communities including Ghaf Woods and Tilal Al Ghaf in Dubai and Al Mouj in Muscat.
Majid Al Futtaim has continued to set the standard for sustainable growth through its Dare Today, Change Tomorrow sustainability strategy. The Group is committed to becoming Net Positive in water and carbon by 2040.
