Manchester City has launched a new gamified experience called ‘City Challenge’ in partnership with Aldar at Yas Mall in Abu Dhabi.
Designed to feel like the Etihad Stadium, the experiential space includes an interactive experience centre and an official Manchester City store.
Guests of all ages and abilities can test and improve their football skills as they take part in Man City-themed challenges and activities. The experience is personalised and powered by RFID technology.
Visitors begin their experience by creating a virtual companion avatar before entering the gaming arena. Once inside, they can test their speed, reflexes and agility in more than 10 interactive challenges, including taking a penalty against a robot goalkeeper.
“This is a fantastic opportunity for adults and children across the UAE and the Middle East region – whether they’re football fans or not – to enjoy a unique and interactive experience,” said Nuria Tarre, chief marketing and fan experience officer at City Football Group.
“City Challenge will allow visitors to enjoy the spirit of football, celebrate the club’s major achievements in a new way and allow people to connect with Manchester City from afar.
“We wanted to create something fresh and distinct, and we hope our fans enjoy it.”
In addition, City Challenge explores Man City’s football journey to date and showcases famous kits dating back to 1884.
Man City-themed challenges
Also coming to City Challenge in the near future is a space to watch live Manchester City games, as well as F&B options.
“The launch represents an important milestone for our retail business, consolidating Yas Mall’s position as a hub for innovation, entertainment, and experiential retail in the region,” said Saoud Khoory, chief retail officer at Aldar.
“The concept is fantastic, and we believe that the global appeal of the Manchester City brand will attract even more residents and tourists to our flagship mall.”
Also in the UAE, Dubai Parks and Resorts and Real Madrid are opening the world’s first football theme park, named Real Madrid World.
Images courtesy of Manchester City and Aldar
