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Gameloft Advertising Solutions Created Gamified Experience for Dubai Shopping Festival’s 25th edition

The innovative game blurred the lines between digital and physical for Dubai’s longest standing Shopping Festival


Paris, February 18th, 2020 – Gameloft Advertising Solutions, leader in the creation and delivery of game-based digital experiences for brands, is proud to announce the expansion of its long-standing partnership with Dubai Festivals and Retail Establishment (DFRE). For the 25th edition of the Dubai Shopping Festival, DFRE, in collaboration with Apparel Group chose Gameloft to create Yalla DSF; an interactive gamified experience that brings the fun of gaming to shoppers.


Leveraging Gameloft Advertising Solutions’ expertise in developing gaming experiences for prestigious international brands, the YallaDSF web-app took the 50 million shoppers of Dubai’s longest standing festival on a quest to win prizes worth up to US$160,000 across 50+ Club Apparel brands. Shoppers simply had to login in to www.yalladsf.com, and the game transformed the city into a playing field, turning a digital gaming experience into a real life shopping quest. By playing mini games, players won exclusive retail and F&B shopping vouchers to be redeemed across Dubai shopping malls and outlets. With GPS-enabled technology, new challenges were unlocked every time the players stepped into select shopping and entertainment areas. The more shoppers completed challenges and competed with others on a citywide leaderboard, the more they increased their chances of winning even bigger prizes.


“We’re very proud that Dubai Festivals and Retail Establishment (DFRE) trusted Gameloft to design a new way to engage customers, turning shopping into a fun mobile gaming experience,” said Alexandre Tan, VP Brand Partnerships & Advertising. “It is exciting to bring our gaming expertise to retail and find an innovative and fun way to create a bridge between mobile games and shopping malls.”


“With the highest number of brands on offer, Dubai Shopping Festival is one of the largest shopping festivals in the world, bringing residents and tourists from all over Dubai to shop in the city. And with the goal of continuing to position Dubai as the world’s leading shopping destination, we wanted to make the 25th edition of Dubai Shopping Festival special. We knew Gameloft’s innovative gamified solution was a perfect fit to make the festival memorable for all participants.” said Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE).