Emaar Malls Group has joined hands with Sega Corporation to develop and operate indoor theme parks.

The parks will be developed in Emaar's malls planned across the Middle East and North Africa (Mena) region, and the Indian Subcontinent.

Emaar Malls Group is the shopping mall subsidiary of Emaar Properties, while Sega is a global leader in interactive entertainment facility operations.
 
Within the partnership, Emaar Malls Group has secured the rights to develop the entertainment complexes with Sega in several countries. It will enable Emaar Malls Group to generate a platform for its retail and entertainment destinations, and increase its market share of entertainment within the Mena region and the Subcontinent, said a statement.

The first project to be undertaken by the partnership will be a two-level 76,000 sq ft indoor entertainment and gaming complex in The Dubai Mall, Emaar’s flagship mall development within Downtown Burj Dubai.

Rashid Zakaria Doleh, chief executive officer, Emaar Malls Group, said: “These innovative ‘shoppertainment’ concepts further position Emaar Malls Group as a global provider of retail and entertainment destinations. Apart from strengthening our international portfolio of projects and maximising our growth opportunities, the Emaar Malls Group and SEGA partnership synergises our expertise to provide a world-class experience for mall visitors.”

Hajime Satomi, president and chief executive officer, Sega Corporation, said: “Entertainment is about living dreams, it is about experiencing joy and culture. In joining with a company of Emaar’s stature and power, we hope to convey the pleasure and excitement inspired by great entertainment to people all over the world.”

The entertainment complex with Sega at The Dubai Mall will feature high-adrenaline, action-packed attractions that will appeal to children and adults alike.  Based on Sega’s flagship entertainment concept, the “Tokyo Joypolis”, the entertainment and gaming complex at The Dubai Mall will introduce a full line up of Sega’s headline ride attractions; including a thrilling indoor coaster, motion ride simulators, and one of the largest selections of games to be found anywhere. A number of themed zones in the complex provide different adventures, such as one focusing on “sports” experiences, another on the thrill of “speed”, while an expansive redemption game zone caters to the youngest family members.  

“The strategic partnership between Emaar Malls Group and Sega illustrates our commitment to revolutionising the mall experience on a global scale,” added Doleh. “The complex at The Dubai Mall will set a new benchmark in indoor entertainment, and we will continue to set the pioneering role in indoor amusement in our mall developments on an international scale.”

“Combined with Sega’s established reputation as a worldwide leader in the entertainment industry, the entertainment complex in The Dubai Mall will be an extraordinary experience attracting tourists and residents from around the world,” he said.

The entertainment complex with Sega at The Dubai Mall adds considerable value to the mall’s already strong entertainment offer that includes Kidzania, an innovative children’s ‘edutainment’ concept, a world-class aquarium, an Olympic-sized ice rink, a 22-screen cineplex and exclusive access to the Burj Dubai observation deck in the world’s tallest tower, he said.  -TradeArabia News Service