African Mall Owners Encouraged to Adopt Immersive Entertainment Concepts in Order to Increase Revenues

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Africa’s malls owners must constantly evolve and upgrade their family entertainment centres, in order to drive footfall and increase sales, Sharif Rahman, CEO of trade show management company, International Expo Consults (IEC), has said.

“If the malls expect a multi-fold increase in their footfalls, then it is imperative that they look into all aspects of attracting customers. The most important factor would be to attract families and children.  This in turn increases the possibilities for more sales across the mall,” he explained.

Rahman was speaking ahead of an event known as the DEAL 2019 show set to be held in Dubai.

A vast array of innovative technologies and concepts will be showcased at the upcoming event, which Rahman’s company, IEC, will be organising. The event is scheduled to take place at the prestigious Dubai World Trade Centre from the 25th to the 27th of March, 2019.

According to IEC, entertainment concepts are evolving and have taken a completely new form with the growing popularity of virtual reality gaming concepts. Furthermore, drones and robots have also entered the fray and currently are in very high demand.

Africa’s population is set to grow to 2.3 billion by 2050. In contrast to the rest of the world, however, its booming population is getting younger. And experts believe that the next big thing for the entertainment and leisure industry, especially in the African region, will be driven by virtual reality (VR) technology.

“DEAL 2019 will provide the right platform to create a win-win-win situation for the exhibitors, visitors and the end consumers who will experience these amazing concepts. This is a great business opportunity for mall owners, real estate developers and other stakeholders in Africa, planning to launch or grow their unique projects embedded with a gaming and entertainment zone,” said Rahman.

Several DEAL 2019 exhibitors from across the globe will be showcasing a wide variety of concepts that the African amusement operators can choose from.

“Virtual reality isn’t just for gamers, geeks and technophiles. Globally, the number of theme parks adopting VR technology as part of their offerings to increase attendance is rising. While VR tech is still unfamiliar to most of the stakeholders in this industry, the paradigm shift is inevitable. Today, there is a massive behavioral change in African millennials. They are changing their spending patterns, from markets to malls, where they can eat, socialize and get entertained at FECs apart from shopping,” Rahman explained.

He said that African stakeholders who visit the DEAL Exhibition will get the opportunity to see the potential that they can replicate in their own markets.


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