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Thu 7 Feb 2008 04:00 AM

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Emaar Malls to focus on “shoppertainment”

Emaar Malls Group has announced more details of the indoor theme parks it is set to operate in partnership with Sega, as exclusively revealed in Leisure Manager (December 2007).

Emaar Malls Group has announced more details of the indoor theme parks it is set to operate in partnership with Sega, as exclusively revealed in Leisure Manager (December 2007).

The first project to be undertaken by the partnership will be a two-level 76,000ft² indoor entertainment and gaming complex in The Dubai Mall within Downtown Burj Dubai.

"These innovative ‘shoppertainment' concepts further position Emaar Malls Group as a global provider of retail and entertainment destinations," said CEO Rashid Zakaria Doleh.

The Dubai Mall concept will feature high-adrenaline, action-packed attractions based on Sega's flagship entertainment concept, the Tokyo Joypolis in Japan. It will include an indoor coaster, motion ride simulators, and a vast selection of games.

A number of themed zones will focus on different experiences, such as sports and speed, while a redemption game zone caters to younger family members.

The attraction element of retail malls is important outside of Dubai too.

Marina Mall in Abu Dhabi is set to open an indoor ski facility this year.

Asked whether this will provide competition to Ski Dubai in Mall of the Emirates, Ski Dubai operations manager Lucas Marchand said: "Our challenge is not to attract more visitors but to bring the culture of ski and snowboarding to the region, so we'll both be doing the same job.

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