Activate: Revolutionizing the UAE's Themed Entertainment Landscape

The United Arab Emirates (UAE) has solidified its status as a leading themed entertainment hub by opening the first site outside North America of Activate, the hit Canadian chain of activity centers which feature cutting-edge versions of the kind of games found in Disney's futuristic Epcot park in Florida.

Unlocking the Future of Interactive Entertainment in the UAE

Immersive Experiences: Stepping into a Digital Playground

The Activate venue in the glitzy city of Dubai is a marvel of technological innovation, featuring a series of nine darkened rooms, each containing different activities that transport visitors into a world of video games and spy thrillers. The rooms are designed to captivate the senses, with eye-catching brightly-colored lights, LED screens, and lasers creating an atmosphere of excitement and wonder.One of the standout attractions is a Mission: Impossible-inspired challenge, where visitors must navigate a room filled with 180 laser beams, carefully avoiding them to reach the other side. The slightest misstep triggers the "game over" alarm, adding an exhilarating element of tension and suspense.

Blurring the Line Between Reality and Virtual Worlds

Another high-tech attraction at Activate Dubai is a live-action version of the classic arcade game Space Invaders. Players face a wall of LED screens displaying digital asteroids hurtling towards them, and by throwing balls at the screens, they can shatter the asteroids and rack up points. This innovative take on a beloved gaming concept seamlessly blends physical and digital elements, creating a truly immersive experience.Fans of the Journey into Imagination ride at Epcot will instantly recognize the Push game room, where players must push illuminated panels in a specific pattern to progress through the challenge. As they succeed, the patterns become increasingly complex, testing their memory, speed, and dexterity.

The Viral Sensation: Activate's "Floor-is-Lava" Experience

The main attraction at Activate Dubai, however, is the viral sensation known as the Mega Grid room. With more than 30 million views on TikTok, this room has captured the imagination of audiences worldwide. The floor is covered with over 500 touch-sensitive tiles that light up in different colors, creating a path for players to follow or avoid. Leaping from one colored tile to the next, guests feel like they're navigating a real-life version of the classic video game Super Mario, complete with the thrill of avoiding the "lava" on the floor.

Expanding Horizons: Activate's Global Ambitions

Activate's success in the Middle East is a testament to the company's vision for global expansion. Founded by Adam Schmidt, a highly-skilled entrepreneur from Winnipeg, Manitoba, Activate has grown to over 30 locations across Canada and the United States, with plans to open 15 more sites in North America this year.The decision to bring Activate to the UAE was driven by several factors, including the region's thriving indoor entertainment industry and the expertise of Majid Al Futtaim, the region's largest mall operator and a strategic partner. Majid Al Futtaim's extensive experience in managing themed entertainment facilities, including virtual reality experiences and movie-themed hotels, made them an ideal collaborator for Activate's expansion into the Middle East.

Adapting for International Success

Bringing Activate to the UAE was no easy feat, as the team had to adapt the company's proprietary products to meet international standards. This included rigorous testing to ensure compliance with safety and technical regulations, as well as modifying the electrical systems and software to support multiple languages, including Arabic, for a more localized experience.To maintain the high standards of its rapidly-growing portfolio, Activate University was established to provide comprehensive training and support to the Dubai team. More than 100 people were involved in the expansion, with Activate's teams traveling to the UAE to oversee product installation and deliver in-depth training to the local staff.

Activate's Global Expansion: Unlocking the Future of Interactive Entertainment

Activate's success in the UAE is just the beginning of its global ambitions. Over the next five to 10 years, the company plans to establish 70 venues in 10 countries, including 30 in the UK in partnership with specialist leisure operator We Do Play. The first UK location is set to open in London in early 2025, with 40 new stores planned by the end of that year.The timing of Activate's expansion aligns perfectly with the growing popularity of active and healthy pastimes, such as trampolining, padel, and minigolf. Recognizing this trend, Activate has been designed with scalability and replicability in mind, allowing the company to seamlessly launch its world-class games and tournaments across multiple locations.With its innovative approach to interactive entertainment, Activate is poised to redefine the themed experience landscape, not just in the UAE, but around the world. By blending cutting-edge technology, physical challenges, and a touch of nostalgia, Activate is creating a new era of immersive experiences that captivate audiences and keep them coming back for more.