Majid Al Futtaim / UAE / 2025Digital & Tech · Retail & Shopper
Mall Stars.
Majid Al Futtaim rebuilt Mall of the Emirates and City Centre inside Roblox for Dubai Summer Surprises, with challenges based on the real malls' attractions.
- Brand
- Majid Al Futtaim
- Market
- UAE
- Region
- GCC
- Year
- 2025
The challenge
Malls compete for young shoppers who spend much of their free time inside games. Majid Al Futtaim wanted its malls to show up in that space during the summer season.
The idea
Gaming agency Power League Gaming designed and built two playable Roblox versions of the malls, with challenges inspired by places such as Ski Dubai's slopes plus fashion, beauty and entertainment zones. PLG handled game design, 3D world-building and the interactive content, and the games ran through Dubai Summer Surprises 2025.
Results
- 9.3 million-plus impressions and 28,800 players from across MENA between 15 July and 25 August, as reported by Campaign Middle East
- More than 520 hours of active play and 927,000 click-throughs, as reported by Campaign Middle East
Case study source: Campaign Middle East Source ↗
Credits
- Creative agency and game production
- Power League Gaming (PLG)
- CEO, Power League Gaming
- Mathew Pickering
