MAF Converts 400+ Gaming Players Into Mall Shoppers via Exscape Campaign

Majid Al Futtaim (MAF) and gaming platform Exscape have turned a mobile game into a measurable retail sales tool, generating over 400 voucher redemptions at City Centre Deira in Dubai through a phygital campaign tied to the mall's 30th anniversary.

The campaign, built around the mall's "Generations of Joy" anniversary, replaced traditional advertising with an interactive mobile game. Players created avatars, explored a digital version of the mall, and completed branded challenges to win real-world rewards.

Gaming Mechanics Drove Physical Footfall and In-Mall Spending

Exscape built a fully gamified virtual replica of City Centre Deira, featuring branded environments for VOX Cinemas, Magic Planet, Carrefour, and Food Central. Players collected hidden treasures and climbed a competitive leaderboard.

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The top 50 ranked players qualified for a real-life treasure hunt at the physical mall, culminating in a live winner celebration event. The campaign ran across the Exscape app, CRM push notifications, in-app messaging, and social media, with no traditional above-the-line advertising spend.

"This campaign demonstrated how gaming and the engagement through it can be turned into a marketing channel to drive real business KPIs such as traffic, spend, and loyalty," said Basel Felfel, Chief Partnerships Officer at Exscape.

Over 400 players redeemed vouchers, converting digital gameplay directly into in-mall spending. MAF monitored increases in mall traffic and spending as primary campaign outcomes.

Campaign Fits MAF's Documented Multi-Year Gaming Strategy

The Exscape activation is not an isolated experiment. MAF's Roblox campaign with Power League Gaming during Dubai Summer Surprises previously attracted 28,800 MENA players, generated 9.3 million impressions, 927,000 click-throughs, and logged 520 hours of gameplay.

MAF's March 2025 investor presentation also confirmed the launch of "Activate," an interactive gaming concept merging technology and physical activity within its retail properties. The company's SOCO concept at City Centre Mirdif further integrates physical gaming with food and beverage to extend visitor dwell time.

Research cited in campaign documentation indicates that gamification increases consumer engagement by 100% to 150% compared to traditional passive advertising methods.

Phygital Model Signals Broader Relevance for Asian Retail Markets

Felfel described the campaign's core mechanic as "phygital integration," where users began their journey digitally on Exscape, with the top 50 players qualifying for a real-life treasure hunt at City Centre Deira before a live closing event. He said the structure "bridged digital engagement with real-world action and led to emotional brand connection."

City Centre Deira has a documented history of replacing conventional advertising with interactive digital formats. A prior campaign, developed with MullenLowe MENA, produced the world's first fashion show on Google Street View.

The digital-to-physical conversion model demonstrated in Dubai carries direct implications for retail operators across Asia, where high smartphone penetration and strong mall culture create comparable conditions. Retail markets from Singapore to Tokyo increasingly face pressure to convert passive foot traffic into measurable spending through interactive, reward-based engagement rather than traditional display advertising.

MAF has not announced a timeline for expanding the Exscape model to additional properties.