Activate & Majid al Futtaim on their new partnership that will see the trending active entertainment brand debut in the Middle East Read More Entertainment
Majid Al Futtaim, the regional leader in shopping malls, communities, retail, and leisure across the Middle East, has announced an exciting new partnership with Activate Games, an active gaming brand founded by Canadian entrepreneurs Adam and Megan Schmidt.
This new collaboration marks Activate’s first foray into the Middle East, promising to bring a new wave of immersive, high-tech entertainment to the region.
Speaking to blooloop, Schmidt shares insights into what makes this partnership unique and how Activate plans to set itself apart in a burgeoning market, while Rob McMenamin, director of leisure and entertainment at Majid Al Futtaim Entertainment, explores how it will revolutionise the region’s entertainment industry.
Majid Al Futtaim has consistently been at the forefront of transforming the region’s retail and entertainment landscape. With operations spanning 17 countries and nearly 30 malls, the group has positioned itself as a significant player in shaping consumer experiences.
Its business model centres around creating immersive retail and entertainment experiences. “We best describe ourselves as a lifestyle conglomerate in the Middle East, Africa, and Asia,” says McMenamin. “Our primary business is shopping malls, and we operate malls in five countries now.”
The company has built an impressive portfolio, with shopping malls being its foundation. Since opening its first mall in 1995, Majid Al Futtaim has expanded its offerings to include a wide range of leisure and entertainment options.
“We manage VOX Cinemas, leisure attractions, and family entertainment centres, like Ski Dubai and Magic Planet. Our goal is to integrate entertainment seamlessly within our malls.”
This ability to provide diverse entertainment experiences has positioned Majid Al Futtaim as a dominant player in the region. As the group embarks on new ventures like Activate, its expertise in leisure operations becomes a key component for success.
Describing Activate’s origin, Schmidt says:
“We stemmed from the escape room world and tried to create something active—like escape rooms, but with many mini-challenges. We now have around 600 different levels at Activate, spread across 10-15 different rooms.”
Activate combines the competitive spirit of gaming with physical challenges, making it a repeatable adventure for guests. The goal is to use technology to unite people in a fun and competitive environment. Its emphasis on active, shared experiences has made Activate a hit, appealing to everyone from young adults to multi-generational families.
Activate was founded in 2019 and has grown rapidly. By the end of 2024, it will have 30 – 35 locations across the US and Canada. In addition to this new expansion into the Middle East, it plans to open in the UK and Ireland.
Activate will debut in Dubai under Majid Al Futtaim’s management. The unique nature of this offering marks the first time an active gaming concept of this scale will be introduced in the region. McMenamin first encountered Activate on social media. “I think, like most people, I first saw Activate on TikTok. The Mega Grid floor really stood out, and I immediately thought, ‘This could be great for our malls’.”
Initially, McMenamin saw Activate as a potential modular element that could complement Majid Al Futtaim’s entertainment strategy. After researching the concept further, it became evident that Activate had the potential to stand alone as a significant attraction.
For Schmidt, the decision to partner with Majid Al Futtaim was driven by the company’s reputation and proven entertainment sector track record. Following Activate’s viral TikTok fame, “They reached out to us, and their reputation as a top-tier organisation made them an obvious choice.”
What excites Schmidt most about working with Majid Al Futtaim is the potential for learning and mutual growth. “They’ve already implemented changes in the decor and lighting for the first Middle East location that we hadn’t thought of, and it looks amazing. We will take those lessons and hopefully apply them back home in North America.”
As the leisure and entertainment market in the Middle East grows increasingly competitive, Activate offers a unique value proposition.
“Activate is the first active gaming experience of its kind in the region,” says McMenamin. “What sets it apart is how seamlessly the technology works, blending physical challenges with mental engagement.” Activate’s games are designed to appeal to a wide range of participants, providing an adrenaline-pumping experience that keeps people coming back for more.
“The repeatability of the games is a key factor,” he adds. “There are so many different levels and games that players will want to return again and again to master new challenges.”
This aspect of repeatability is crucial for leisure attractions that seek to create lasting engagement with guests. Unlike one-time-only experiences, Activate offers new and varied challenges with each visit, making it highly attractive to families, friends, and corporate teams alike.
While the Middle East’s entertainment sector is rapidly growing, with various innovative attractions popping up across the region, Schmidt believes Activate stands out due to its mix of physical challenges and gaming.
“There’s nothing quite like it,” he says. “We’ve seen people try to mimic certain elements, but the combination of sport-like gameplay and the sheer variety of challenges makes Activate truly unique.”
With its emphasis on competition and replayability, Activate taps into the growing trend for experiences that engage people both mentally and physically. “You can go with your kids, or you can come with friends who share a similar athletic ability, and you can compete to climb the leaderboard. That sense of competition is something you don’t see in a theme park or an escape room.”
In an increasingly health-conscious world, Activate also offers a new way to combine fitness with fun, though McMenamin is careful to note that it’s not a traditional fitness concept. He highlights how Activate balances physical activity with problem-solving, catering to a broad audience seeking an engaging social experience.
One of the most crucial elements of success in the Middle East is understanding the region’s unique cultural and consumer preferences. With Majid Al Futtaim’s deep understanding of the local market, the team has ensured that Activate is tailored to the region.
“Customer centricity is at the heart of what we do,” McMenamin says. “We’ve operated here for three decades and understand what customers want.”
Schmidt adds: “Every country has different regulations for technology, permits, and trademarks,” Schmidt said, noting that Majid Al Futtaim’s experience has been invaluable in navigating these complexities. However, the challenges have also brought opportunities. “We had to internationalise the system for different languages, not just Arabic. This was a huge project, but it means Activate can now be tailored for any market globally.”
Activate’s appeal lies in its universal design. The gaming system relies more on patterns, colours, and physical challenges than language, making it easily adaptable to different regions. “What’s cool about Activate is that there’s no language barrier. It’s all about visual cues, which means it’s easy to expand globally,” says Schmidt.
McMenamin also stressed the importance of ensuring the content aligns with regional norms. “We’ll also have ladies-only nights to ensure the experience is accessible to everyone in the region.” These subtle yet significant adjustments ensure that Activate can meet the expectations of the Middle Eastern audience.
Moreover, Activate’s scalability and adaptability make it a perfect fit for the region. “We’re installing Activate in 700 square meter spaces, and it’s relatively asset-light, meaning we can roll it out quickly and easily,” he says. This allows Majid Al Futtaim to introduce Activate across multiple locations, expanding the concept to other cities in the Middle East.
Shopping malls in the Middle East are much more than retail hubs; they serve as social and community centres where people spend significant amounts of time. “They’ve become city centres, where families and friends come to spend quality time together,” says McMenamin. “The demand for experiential and digital entertainment within malls is growing, and Activate fits perfectly into this trend.”
Schmidt is excited about expanding into the Middle East: “The Middle East is at the forefront of many emerging technologies, which suits us because we see Activate as a new form of entertainment tech.” He also highlighted the region’s young population and high disposable income. “There’s a growing appetite for indoor entertainment, especially in places like Dubai, where the extreme heat makes indoor spaces essential,” he adds.
McMenamin agrees that the region’s youthfulness and tech-savviness make it an ideal location for new, innovative concepts. “The MENA region is very young and very digitally savvy. That familiarity with technology and gaming will help Activate resonate with a broad audience.
“The MENA region is one of the world’s fastest-growing gaming markets. The gaming industry is expanding rapidly, and Activate taps into that demand by offering a unique, interactive experience.”
The first Activate location will be in Dubai’s City Centre Mirdif, near VOX Cinemas, Magic Planet, and other popular entertainment options. “It’s part of a leisure hub,” McMenamin explains. “The synergy between these entertainment offerings allows for cross-promotion, encouraging visitors to experience everything that Majid Al Futtaim has to offer.”
Beyond driving foot traffic, Activate will help position Majid Al Futtaim’s malls as destinations for immersive, memorable experiences. “We’re creating an entertainment ecosystem that enhances the overall shopping experience. Activate is just the latest example of how we’re blending leisure with retail to keep visitors engaged.”
To ensure that Activate’s launch in the Middle East meets expectations, Majid Al Futtaim will closely monitor several key performance indicators. “Customer satisfaction is our most important metric,” McMenamin says. “We’ll be looking at NPS (Net Promoter Score) and other feedback to refine the experience if needed.”
Another crucial metric will be repeat visits. “For us, repeatability is everything. If guests return week after week, that’s a sign of success.” The seamless integration of Activate’s player profiles and leaderboards is designed to encourage repeat play as guests compete with others locally and globally to improve their scores.
As Activate prepares to launch in Dubai, Majid Al Futtaim already has ambitious plans for the future. “We’re committed to making Activate a major presence here,” McMenamin says. “We’ll be rolling it out across the MENA region, in multiple cities, and there will be more than one location in each city.”
Majid Al Futtaim’s long-term strategy includes not only expanding Activate but also continuing to introduce world-class entertainment experiences throughout the region. “We have an ambitious expansion plan,” he adds. “We’ll be launching new concepts that complement Activate and enhance our existing portfolio.”
McMenamin envisions Activate becoming a cornerstone of Majid Al Futtaim’s entertainment offerings, contributing to the group’s broader goal of transforming the Middle East into a global leader in leisure and entertainment.
Looking ahead, Schmidt’s vision for Activate is ambitious. “We’re in an extreme growth phase. In North America, we aim to have 200 locations; internationally, we’d love to see around 300.”
He also hinted at ongoing technological developments:
“We’re constantly working on new content. What’s exciting is that we can create a game here in Winnipeg and roll it out to all our locations worldwide with the click of a button. We’re even working on ways to let people in different countries play against each other in real-time.”
As for what’s next for the partnership with Majid Al Futtaim, Schmidt is optimistic about the future. “Working with Majid Al Futtaim opens the door to so many opportunities. They’ve shown us new ways to improve the experience, and we’re just getting started.”
With Majid Al Futtaim as a key partner, Activate is poised to become a must-visit attraction for the region’s adventure-seekers and gamers alike. “We’re exporting fun from Canada to the world,” Schmidt says. “And we can’t wait to see where it goes next.”
