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Immotion intensifies Middle East push as it appoints Dubai-based distribution partner

The UK is undoubtedly Immotion’s main point of focus, but the potential overseas, including in the Middle East and North Africa, is exciting

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Leisure spending in the MENA region is expected to surge over the next decade

Virtual reality (VR) firm Immotion Group PLC (LON:IMMO) has appointed Dubai-based Warehouse of Games as its exclusive distribution partner in the Middle East and North Africa.

The AIM company, which makes out-of-home VR ‘pods’ and the content that goes with them, said it was a low-cost way of establishing its brand in a “rapidly growing region” where leisure travel spending is expected to surpass US$200bn a year by 2028.

READ: Immotion taps market to accelerate growth after landing significant new deals

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

“With leisure spending in this region predicted to grow rapidly in the next ten 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.”

Under the terms of the deal, Warehouse of Games will sell, distribute and maintain the Immotion range of VR Cinematic Platforms to its “extensive” MENA client base.

It will also be responsible for fulfilling the recent contract Immotion signed with Middle East shopping malls giant, Al Hokair.

The first Immotion experience centre is due to open in Abu Dhabi next month, and Warehouse of Games will handle the delivery and installation of the pods, as well as any repair works that are needed to be carried out.

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