As Retail Experiences Evolve Immersive Gamebox and Apparel Group Join Forces to Bring High-Tech Gaming to the Middle East’s Shopping Centers

Master Franchise Agreement Targets Dozens of New Locations Across GCC’s Fast-Growing

Malls and Retail Hubs

LONDON, April 29, 2025 /PRNewswire/ — Immersive Gamebox (IGB), the global pioneer in interactive group gaming, today announced a multi-million dollar master franchise agreement with Apparel Group, one of the GCC’s largest retail operators. This strategic partnership will bring IGB’s immersive, social gaming experiences to high-profile malls and shopping destinations throughout the Gulf Cooperation Council (GCC) region starting this year. This strategic partnership marks a major milestone in Immersive Gamebox’s global expansion, set to bring its cutting-edge, interactive social gaming experiences to even more customers across the Gulf Cooperation Council (GCC) region.

A Powerful Partnership Between Retail and Entertainment

Apparel Group, known for operating over 85 brands across 2,300 retail stores, including the UAE, Saudi Arabia, and India, is a key player in shaping the region’s retail and entertainment landscape. This new partnership with Immersive Gamebox reinforces their commitment to delivering cutting-edge, world-class experiences to consumers.

This partnership will introduce a new era of entertainment in the GCC, combining Immersive Gamebox’s revolutionary technology with Apparel Group’s unparalleled reach and influence in the region.

Key Features of Immersive Gamebox: Immersive Gamebox offers a one-of-a-kind, interactive digital gaming experience where players can step into a digital world without needing VR headsets, creating an all-encompassing 360-degree experience.

• Touchscreen Walls and 3D Motion Tracking: Games and Escape Rooms are projected on interactive, touchscreen walls, and the experience uses 3D motion tracking technology to immerse players in an evolving environment where their movements control the game. This cutting-edge tech brings a new level of immersion to group gaming.
• Collaborative and Competitive Group Play: Immersive Gamebox allows for multiplayer experiences for 2-6 players, promoting collaboration and teamwork. Players can work together to solve puzzles, complete challenges, or compete for high scores, making it perfect for families, friends, and corporate team-building events.
• No Headsets, No Controllers: Immersive Gamebox offers a completely immersive experience where players interact with the game using their bodies and visors, creating an easy-to-join experience for all ages.
• Innovative IP Experiences: Partnering with world-renowned brands, Immersive Gamebox offers incredible IP experiences that allow players to enter the worlds of their favorite franchises, such as Squid Game, Batman, Floor is Lava, Ghostbusters, Paw Patrol and more. This unique content draws in fans and offers a gaming experience they can’t find elsewhere.
• Global Reach: Immersive Gamebox, operates over 30 locations globally across the United Kingdom, United States of America, Europe, and Australia.

Redefining Entertainment in the GCC

The exclusive franchise agreement will see multiple Immersive Gamebox locations open in the GCC markets over the next five years starting in 2025. Game lengths will range from 30 to 90 minutes, ensuring experiences cater to diverse age groups, interests, and occasions—from family outings to corporate team-building events. The addition of Immersive Gamebox to Apparel Group’s portfolio will redefine how consumers engage with entertainment across the GCC region and further cement both companies as leaders in the entertainment space.

Lisa Paton, CEO of Immersive Gamebox, said

“We’re excited to partner with Apparel Group to bring Immersive Gamebox to some of the GCC’s most vibrant destinations. Society has shifted, and high-end retail parks and shopping malls are no longer just places to shop—they’re becoming cultural hubs where entertainment is expected, not optional. These high-footfall environments are the perfect launchpads for immersive gaming experiences, which thrive in spaces built for discovery, connection, and shared excitement. With Apparel Group’s regional expertise and our next-gen gaming tech, we’re set to redefine what leisure looks like across the Middle East.”

Immersive Gamebox Expands Global Footprint with Exciting New Partnerships

Our partnership with Apparel Group is the latest milestone in Immersive Gamebox’s rapid global expansion—building on a series of major wins for the brand. In recent months, we’ve been forging key partnerships to bring our immersive gaming experiences to even more audiences worldwide including PowerPlay Canada , Center Parcs UK, and NIKITO France.

About Immersive Gamebox

Immersive Gamebox (IGB) is revolutionising the world of immersive entertainment through its cutting-edge group gaming experiences. Featuring state-of-the-art Gameboxes equipped with 3D motion tracking, projection mapping, and touch-sensitive walls, IGB offers multiplayer games that allow players to step inside the action. With over 30 locations globally, IGB continues to expand its portfolio of immersive games, partnering with leading brands and studios to create unforgettable experiences. When it comes to fun and games, Immersive Gamebox is in a league of their own with over 25,000, 5-Star Google and Tripadvisor reviews putting them in the top 10% of attractions worldwide.

About Apparel Group LLC

Apparel Group is a global retail powerhouse based in Dubai, UAE, strategically positioned at the crossroads of the modern economy. With a network of over 2,300 retail stores and more than 85 brands, the company serves countless shoppers worldwide, supported by a multicultural workforce exceeding 27,000 employees.

The company has established a significant footprint in the GCC, including Bahrain, Qatar, Oman, Saudi Arabia, and Kuwait, while expanding into markets such as India, South Africa, Singapore, Indonesia, Thailand, Malaysia, and Egypt. Apparel Group is also preparing to enter emerging markets like Hungary and the Philippines, reflecting its forward-looking vision.

With a diverse brand portfolio spanning the USA, Canada, Europe, Australia, and Asia, Apparel Group offers an omni-channel experience featuring renowned names like Tommy Hilfiger, Charles & Keith, Skechers, ALDO, Crocs, Nine West, Calvin Klein, Aéropostale, Jamie’s Italian, Tim Hortons, Cold Stone Creamery, Inglot, and Rituals. This versatility underscores the company’s adaptability and broad appeal.

Guided by the vision of its dynamic Founder and Chairwoman, Mrs. Sima Ganwani Ved, Apparel Group has experienced remarkable growth over the past two decades, evolving into a global leader in retail. For more information, visit www.apparelgroup.com.

About AppCorp Holding

AppCorp Holding, led by Founder and Chairman Nilesh Ved, is a multi-billion-dollar transnational holding that, through its flagship company Apparel Group, operates across 14 countries, managing 2,300+ stores and representing 85+ international and homegrown brands with a workforce of 27,000+ employees. The holding has built a diverse portfolio spanning retail, food and beverage, real estate, logistics, healthcare, education, and investment.

For more information, visit https://www.appcorp.ae/#vision

For more information, and to learn more about upcoming locations and launch dates, please visit ImmersiveGamebox.com or ApparelGroup.com.

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SOURCE Immersive Gamebox

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