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The gaming industry is inching closer to a "Ready Player One" future, where players aren't just sitting on the sidelines — they're becoming more physically involved in the action.

Majid Al Futtaim, a shopping mall and retail company, has recently launched Activate in partnership with Activate Games, offering an active gaming experience for players.

According to the press release, Activate proclaims that it is the “world’s first active gaming experience,” which offers a blend of gaming, entertainment and physical activity. The platform features nine lit-up rooms and has 100 levels from beginner-friendly to extreme difficulty. 

Activate offers over 50 interactive games for players aged six and up, including the Mega Grid game. Mega Grid is a real-life "the-floor-is-lava" game where players must avoid stepping on certain floor tiles to complete the level.

Adam Schmidt, the co-founder and CEO of Activate Games, said: “Expanding Activate internationally and opening in Dubai is a monumental step for us. It represents the culmination of years of innovation, hard work, and belief in the power of active, immersive gaming. It signifies our commitment to bringing innovative experiences to diverse audiences around the world.”

“This expansion is just the beginning of our vision to redefine entertainment on a worldwide scale.”

At Activate, players can either choose to work together in cooperative mode or challenge each other — perfect for those with a bit of a competitive streak. UAE players can enjoy Activate’s interactive games at City Centre Mirdif.

Tickets start at AED 95 for a 60-minute gameplay session.