Apparel Group, a leading fashion and lifestyle retail conglomerate in the region, is proud to announce a strategic partnership with London-based Immersive Gamebox (IGB) through a multi-million-dollar master franchise agreement that will bring high-tech social gaming experiences to major shopping destination across the GCC market.
This collaboration represents a bold step forward in Apparel Group’s commitment to redefining the retail experience, as it integrates immersive, next-generation entertainment into the region’s most prominent malls. Through this agreement, multiple Immersive Gamebox locations will open across key GCC markets over the next five years, positioning Apparel Group at the forefront of experience-led destination retail.
Immersive Gamebox is globally recognized for its proprietary technology that enables fully interactive group gaming without headsets or controllers. Through motion tracking, responsive touchscreens, and projection-mapped environments, players engage directly with the digital space around them—delivering intuitive, social experiences for all ages. Game sessions span 30 to 90 minutes and include a growing catalog of licensed content from global franchises such as Squid Game, Batman, Ghostbusters, Paw Patrol, and The Floor is Lava.
With a portfolio of over 85 brands and 2,300+ stores across 14 countries, Apparel Group continues to lead the region’s retail sector through a strategic focus on innovation, lifestyle curation, and omnichannel consumer engagement. The addition of Immersive Gamebox to its ecosystem reflects the Group’s forward-looking vision to enrich customer journeys by blending entertainment, technology, and retail into one cohesive experience.
Neeraj Teckchandani, CEO of Apparel Group, commented:“At Apparel Group, we are continuously exploring new ways to elevate the retail environment. This partnership with Immersive Gamebox aligns perfectly with our vision of creating experiential destinations that go beyond traditional shopping. By integrating cutting-edge gaming into our portfolio, we’re offering a new dimension of engagement that meets the evolving expectations of consumers across the region.”
Lisa Paton, CEO of Immersive Gamebox, added: “We’re excited to partner with Apparel Group to bring Immersive Gamebox to some of the GCC’s most vibrant destinations. Society has shifted, and high-end retail parks and shopping malls are no longer just places to shop—they’re becoming cultural hubs where entertainment is expected, not optional. These high-footfall environments are the perfect launchpads for immersive gaming experiences, which thrive in spaces built for discovery, connection, and shared excitement. With Apparel Group’s regional expertise and our next-gen gaming tech, we’re set to redefine what leisure looks like across the Middle East.”
The partnership further reinforces Apparel Group’s role in shaping the future of retail in the GCC—where lifestyle, leisure, and commerce intersect. As consumer expectations shift toward experiences that are immersive, social, and tech-enabled, the Group remains committed to delivering pioneering solutions that define the next generation of retail.
