Advertising Creative Digital Featured Marketing The Work

Shantelle Nagarajan

posted on Sep. 24, 2025 at 11:28 amSep 25, 2025

Majid Al Futtaim, PLG engage 28,800 players with Roblox activation

Shantelle Nagarajan

posted on Sep. 24, 2025 at 11:28 amSep 25, 2025

The activation delivered more than 9.3m impressions, attracting 28,800 players from across MENA, and recording over 520 hours of active gameplay.

Roblox

Majid Al Futtaim has partnered with Power League Gaming (PLG), a gaming and esports agency, to launch immersive, gamified replicas of Mall of the Emirates and City Centre on Roblox.

The in-game activation was a strategic move to power 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.

“Partnering with Majid Al Futtaim on this Roblox activation has been a pivotal move for Power League Gaming,” said Mathew Pickering, CEO of PLG.

Early bird tickets to the Campaign Saudi Briefing: Media and Marketing are now on sale. Get yours now for access to conversations with key stakeholders across

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Tags:activation City Centre gamification in-game activation Majid Al Futtaim Mall of the Emirates marketing Mathew Pickering PLG Power League Gaming Roblox

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.