Immersive Gamebox has signed a multi-million-dollar deal with Apparel Group to bring the interactive game room brand to the Middle East for the first time.
Apparel Group is one of the region’s largest retail operators and the partnership will see Immersive Gamebox’s social gaming experiences installed at a number of malls and shopping destinations throughout the region, with construction beginning later this year.
Immersive Gamebox utilises advanced technology, including touchscreen walls and 3D motion tracking to bring its immersive adventures to life. Each game box can hold between two and six players, promotion collaboration and teamwork.
Players interact with the games using their bodies and visors, immersing them in the game without the need for controllers.
The company has partnered with a number of brands to bring licensed experiences to its locations, including Squid Game, Batman, Floor is Lava, Ghostbusters, Paw Patrol and more.
Immersive Gamebox now has more than 30 locations across the world in the UK, US, Europe and Australia.
The agreement gives Apparel exclusive franchise rights to the Immersive Gamebox brand across Gulf Cooperation Council markets for the next five years.
Lisa Paton, CEO of Immersive Gamebox, said: “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 redefine what leisure looks like across the Middle East."
