VR group targets a slice of lucrative tourism spend in Middle East and North Africa

Virtual reality (VR) entertainment specialist Immotion has appointed an exclusive distribution partner in Dubai.

The Salford Quays-based business said Warehouse of Games will represent Immotion in the Middle East and North African (MENA) territories.

Warehouse of Games will sell, distribute and maintain the Immotion Group range of VR cinematic platforms to its extensive MENA client base.

The agreement is in line with Immotion’s strategy to become a leading participant in the ‘out of home’ VR experience market.

It said the appointment of a distribution partner provides a low-cost route to establish the Immotion Group brand across this rapidly-growing region.

The tourism industry in the MENA region is expected to reach more than £276bn by 2027, up from £170bn in 2017, primarily driven by the leisure and religious tourism sectors.

Leisure travel spending is expected to grow by 4.3% each year to £153bn in 2028.

As part of the agreement, Warehouse of Games will deal with the on-the-ground delivery, installation and repairs of Immotion Group’s ‘out of home’ VR experiences, in order to fulfil the recent contract the company secured with Al Hokair, which owns more than 90 family Entertainment centres across MENA.

Immotion Group’s first centre will be installed in Abu Dhabi this month at the Sparkys Family Entertainment Centre.

Warehouse of Games will use its strong local knowledge to identify additional high footfall sites to continue its expansion.

Martin Higginson, Immotion Group chief executive, said: “The partnership with Warehouse of Games will strengthen our position in the Middle East and North Africa.

“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.”

Chief executive and founder of Warehouse of Games, Mr Nabil Kassim, said: “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.”