Press Release


City Centre Bahrain continues to innovate with technology driven mall activations and international family entertainment

Gamification, virtual reality, world-class entertainment, are some of the initiatives the lifestyle destination will continue to bring to add to the visitor experience in the new year


City Centre Bahrain—the largest shopping, leisure and entertainment destination in Bahrain—is spearheading the way in technology driven mall activations, bringing new innovative ‘gamification’ concepts, as well as offering international family entertainment to renew and elevate visitor experience. These trends will continue into 2018 as City Centre Bahrain is introducing a new bold concept which will be announced soon. 

City Centre Bahrain offers world-class shopping, dining, entertainment and hospitality, instant rewards, promotions, and prizes to win all year long, but is also leading the way with technology driven activations, family entertainment and innovative concepts to address the expectations of customers. 

The lifestyle destination is leading the way in bringing first-ever entertainment concepts to the Kingdom, international licenced shows and activations in 2017 such as: My little Pony, Ninja Turtles, Emoji™ and LEGO ®, which have all proven to be highly popular and successful with the young and young-at-hearts.

For technology driven mall activations, during F1 season, visitors of City Centre Bahrain enjoyed a thrilling F1 experience with the ‘hot seat’, a C-shaped racing car allowing them to compete in an adrenaline-pumping virtual reality racing game. The mall also hosted ‘The Chef’s Battle’ a fun virtual reality game where visitors could create a dish, collect points and win instant prizes.

“The pace of change in the retail industry, spurred by rapid digital advancement and evolving consumer shopping habits, is unprecedented. City Centre Bahrain is reshaping the shopping and leisure landscape in the Kingdom by leveraging on technology, innovative gamification concepts, and world-class family entertainment, to add value to the visitor experience,” says Duaij Al Rumaihi, Senior Mall Manager, City Centre Bahrain. 

“Our ability to keep up with the changing customer expectations and digital transformation of the retail sector by integrating the latest entertainment technology to the shopping experience has proven to be quite successful. We are getting great feedback from both retailers and visitors,” added Duaij.

“Customers are now looking for experiences that brings their senses to life and create a journey. Research shows that Gamification has a positive effect on customers’ behaviour because it is fun, engaging, and rewarding, all while captivating visitors’ imagination. City Centre Bahrain is using various technologies to make every visit personal and unique,” said Duaij.

Virtual Rreality and augmented reality games are becoming increasingly popular, especially among teenagers. According to statistics portal Statista, an estimated 10.8 million people around the world have used virtual reality, with the market estimated to reach a value of USD12.1billon by next year.

Majid Al Futtaim malls have been early adopters of virtual reality and augmented reality, pioneering its application in mall activations to become retail entertainment leaders in the region. The tailor-made family entertainment concepts have resulted in robust sales and higher footfall at all Majid Al Futtaim malls last year. 

Such creative engagement that blends the virtual and physical, and elevates visitors’ experience has been recognised with several regional and international accolades, including nine Middle East and North Africa Shopping Centre and Retailer Awards at RECon MENA 2017 recognising its outstanding innovation in marketing and excellence in customer service. 

For more information about City Centre Bahrain, please visit the mall’s customer service desks or visit:  or