Dubai’s retail scene is stepping into the gaming world this summer. For the first time, Mall of the Emirates and City Centres have been recreated as interactive spaces inside Roblox, the global online platform that lets players create and explore virtual worlds.
Launched as part of Dubai Summer Surprises 2025, this activation allows both residents and international visitors to experience some of the city’s most popular malls in a completely new format — from their computer or mobile device.
What’s a thrilling part?
Each virtual mall is packed with themed zones and mini-games designed to keep players engaged while reflecting the real-life attractions of the physical locations.
At Mall of the Emirates, visitors can enter a snow-themed challenge inspired by Ski Dubai, racing to collect coins in a frosty setting. The map also features Store Parkour, where players navigate an obstacle course across sections inspired by fashion, entertainment, and dining.
City Centres have their digital playground, featuring a Super Park Coin Collector challenge and a unique parkour run, both designed to test speed, agility, and creativity.
Blending Real and Virtual Retail
This initiative marks a strategic step towards blending traditional retail with interactive digital experiences. It’s aimed particularly at younger audiences who are active on gaming platforms, while also appealing to families looking for activities that go beyond the usual shopping trip.
Dubai Summer Surprises, which runs until 31 August 2025, continues to bring innovative concepts to the city, and the Roblox launch is one of the more unique attractions in this year’s line-up.
Dubai has long been a leader in reinventing the shopping experience, and this step into the gaming world shows how the city’s retail hubs are thinking beyond brick-and-mortar. By creating a digital presence in Roblox, Mall of the Emirates and City Centres are giving audiences across the globe a taste of Dubai’s shopping culture — and a reason to connect with these brands before even setting foot in the city.
For residents, it’s a chance to enjoy an accessible, family-friendly activity without leaving home. For international players, it’s a virtual invitation to explore the city in person one day.
A Fresh Attraction for Dubai Summer Surprises
Dubai Summer Surprises is known for transforming the city into a hub of entertainment, offers, and family fun each year. With the addition of these virtual malls, DSS 2025 is offering something that blends entertainment with brand interaction in a way that feels fresh and interactive.
The Roblox worlds are open to all platform users, not just those in Dubai. This global accessibility fits perfectly with the city’s vision to be a leader in innovation, tourism, and entertainment.
How to Join the Virtual Experience
Accessing the virtual malls is simple; players can log into Roblox, search for “Mall of the Emirates” or “City Centre” worlds, and start exploring. The experiences are free to join, making them an easy addition to summer activities for families, teens, and gaming enthusiasts alike.
With DSS running until the end of August, players have several weeks to explore, play, and enjoy these new digital spaces before the season ends.
Dubai’s ability to adapt its retail landmarks into interactive gaming experiences demonstrates how the city continues to innovate while keeping its cultural identity at the forefront. The Roblox launch for Mall of the Emirates and City Centres offers residents and visitors a unique blend of shopping, play, and exploration, all from the comfort of home or on the go.
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