The partnership has brought flagship malls to Roblox’s immersive gaming world, delivering more than 9.3 million impressions – setting a new benchmark for retail entertainment in the region.
Power League Gaming (PLG), the MENA region’s leading gaming and Esports agency, recently partnered with Majid Al Futtaim to launch immersive, gamified replicas of Mall of the Emirates and City Centre Mirdif on Roblox. The activation marked a milestone in digital brand engagement, connecting one of the region’s leading retail groups with younger, digital-native audiences in a platform where they already spend their time.
Designed by Power League Gaming, the experience transported Roblox players into reimagined versions of the malls, with challenges inspired by real-world attractions such as Ski Dubai’s snowy slopes and themed fashion, beauty and entertainment zones. Power League Gaming’s expertise in immersive game design, 3D world-building and interactive content production ensured that the virtual spaces delivered both authenticity and interactivity, resonating strongly with the Roblox community.
The activation, which ran during Dubai Summer Surprises with results tracked between 15 July and 25 August, achieved significant engagement, delivering more than 9.3 million impressions, attracting 28,800 players from across MENA and recording over 520 hours of active gameplay. Players spent extended time exploring the virtual worlds, while the worlds generated 927,000 click-throughs and were marked as favourites more than 270 times. These results highlight the power of immersive gaming platforms to spark deep and meaningful audience interaction.
Mathew Pickering, CEO of Power League Gaming said: “Partnering with Majid Al Futtaim on this Roblox activation has been a pivotal move for Power League Gaming. Our vision has always been to connect brands and audiences in meaningful ways through gaming. By designing these mall experiences inside Roblox, we’ve not only entertained but also showed how digital worlds can support real-world storytelling and future-ready engagement.”
