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.
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Designed by PLG, 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.
“Our vision has always been to connect brands and audiences in meaningful ways through gaming,” Pickering said.
Through immersive game design, 3D world-building, and interactive content production PLG 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 July 15th and August 25th, achieved significant engagement, delivering more than 9.3m impressions, attracting 28,800 players from across MENA, and recording over 520 hours of active gameplay.
“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,” Pickering said.
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.
With approximately 380 million monthly active users and 111.8 million daily active users in 2025, according to DemandSage, Roblox stands among the world’s most influential digital platforms, especially for younger, digital-native audiences.
As audiences spend more of their lives in these digital worlds, PLG said it remains committed to creating captivating experiences that delight customers while bringing added value to brands, inspire cultural connection, and set responsible standards for engaging future generations online.
