Leading international retail property event, MAPIC, is to feature a panel session with top video game publisher Ubisoft.
Entitled ‘Family entertainment centre: a fun environment for family success’, the session will show how shopping centres can attract more visitors and increase dwell time. The session is jointly organized by the Themed Entertainment Association (TEA).
Using retailtainment to boost revenues is a growing trend. Media companies, film and video game specialists are increasingly applying their expertise to retail environments.
One such company is Ubisoft, which opened its first family entertainment centre, the Rabbids Amusement Centre, in Montreal in August 2016.
“Through our video game publishing business, we have become experts in creating compelling and engaging worlds,” explains Jean de Rivières, Vice President of location-based entertainment at Ubisoft. “When we transpose this skill to shopping malls, we can add real value by creating a unique and innovative experience.”
de Rivières will be among those on the MAPIC panel.
Other companies showcasing their work at the show include Lappset Creative (Finland), which develops and creates themed attractions for different toy brands such as Mattel and video games such as Angry Birds. Also present will be Paragon Creative (U.K.) who built the Kidzania edutainment attraction in London’s Westfield Shopping Centre.
Theme park operator, Parques Reunidos, is also making its debut at the event. The Spanish company has worked with major names such as Lionsgate and Nickelodeon to develop the mall entertainment concept into a major part of their business.
“Bringing leisure facilities into shopping centres is a steadily-growing trend featuring increasingly diverse and sophisticated offerings that address people looking for new experiences,” says Nathalie Depetro, Director of MAPIC Markets. “MAPIC provides an opportunity to bring together the property professionals and these newcomers with skills in entirely different yet complementary domains.”
MAPIC – The International Retail Property Market – runs from 15-17 November 2017 in the Palais des Festivals, Cannes, France.
The Ubisoft panel session takes place on Thursday, 16 November at 1:30 pm.
Full conference programme here.