Industry News

Immotion appoints MENA distribution partner

Immotion Group, the UK-based virtual reality entertainment business, has appointed Warehouse of Games as its exclusive distribution partner for the Middle East and North African territories (MENA).

Based in Dubai, Warehouse of Games will sell, distribute and maintain the Immotion Group's range of VR cinematic platforms to its extensive client base in the MENA region. The agreement aligns with the company's strategy to become a leading participant in the 'out of home' VR experience market.

The tourism industry in the MENA region is expected to reach over the equivalent of US$365 billion by 2027, up from $224 billion in 2017. This will essentially be driven by the religious and leisure tourism sectors.

As part of its relationship with Immotion, Warehouse of Games will fulfill a contract the company secured recently with the Al Hokair Group. The operator owns over 90 family entertainment centres across the MENA region, including 64 in Saudi Arabia alone. The Al Hokair first outlet to be supplied by Immotion in March, will be one of its Sparky's FECs in Abu Dhabi.

Warehouse of Games will use its profound local knowledge to determine additional high footfall sites to continue with the rollout of Immotion's VR offerings.

"The partnership with Warehouse of Games will strengthen our position in the Middle East and North Africa," says Immotion Group CEO, Martin Higginson. "With leisure spending in this region predicted to grow rapidly in the next 10 years, we anticipate significant demand for out-of-home VR centres in this area. With this agreement now in place, we can scale our efforts in this region at low cost with confidence in the supply and maintenance chain."

Nabil Kassim, CEO and founder of Warehouse of Games, says: "We are pleased to be the exclusive distributor of Immotion Group's exciting VR experiences in the Middle East & North Africa. This collaboration is part of Warehouse of Games' commitment to expand its global portfolio in the amusement industry."

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