Posted on February 28, 2019 by staff

UK immersive VR firm secures international distributor


UK-based immersive virtual reality entertainment business Immotion Group has appointed a Dubai-based distribution partner for the Middle East and North African territories.

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

The move is part of the group’s plan to be a leader in the ‘out of home’ VR experience market.

It has already installed VR experiences at Merlin Entertainments’ LEGOLAND® Discovery Centres in Boston, USA and in Manchester and Genting Resorts World in Birmingham.

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

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

“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.”

Immotion hopes to tap in to the tourism industry in the MENA region, which is expected to reach over US$365 billion by 2027, primarily driven by the leisure and religious tourism sectors.

As part of the agreement, Warehouse of Games will deal with the on the ground delivery, installation and repairs of Immotion Group’s VR experiences.

Immotion Group’s first centre will be installed in Abu Dhabi in March 2019 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.

CEO and Founder of Warehouse of Games, Mr. Nabil Kassim added: “We are pleased to be the exclusive distributor of Immotion Group 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.”