Dubai Holding Entertainment
One game layer, four Dubai parks.
QR-triggered AR missions, points and rewards carried across four Dubai parks, all in the mobile browser.
Enterprise · Dubai, UAE · Web Solutions Development
- Client
- Dubai Holding Entertainment
- Product
- WebAR, registration and digital gaming, rewards platform
- Industry
- Entertainment and tourism
- Time scope
- Seasonal rollout across 2025 to 2026
The client
Branch built a single gamification platform spanning the destinations, with QR-triggered AR experiences, missions, rewards and live progression. Visitors play park-specific games, collect digital artefacts, earn rewards and track progress from the mobile browser. It runs bilingually in English and Arabic, with centralised analytics and admin tools, CRM integration, and first-party data collection compliant with UAE PDPL.
Dubai Holding Entertainment is a destination operator running some of Dubai’s most recognised leisure attractions, among them Global Village, Riverland Dubai, The Green Planet and Real Madrid World.
The challenge
DHE wanted to turn passive park attendance into something a visitor takes part in, reachable straight from a phone with no native app to download. It had to increase dwell time, bring people back, capture first-party behavioural data, and connect four physically different attractions through one progression system rather than four separate products.
What we built
Unified gamification platform
One account and one shared virtual passport across every participating destination. Park points buy rewards inside a park; total points drive a global ranking, so progress at Global Village still counts at Real Madrid World.
AR destination experiences
WebAR missions triggered by QR touchpoints placed around each park: location-based missions, mini-games and artefact collection, each written around that destination’s own story rather than reskinned from a single template.
Points, medallions and rewards
Bronze, silver and gold medallions per park, a live leaderboard, and a rewards wallet redeemed against real experiences at the venues. Cross-park incentives and progression loops are what bring a visitor back to a second destination.
Analytics, admin and CRM
Centralised reporting on participation per park and per mission, with first-party data capture feeding DHE’s CRM under UAE PDPL.
Inside the build
Results
Over 13,500 users within four months of the first release.
Each park’s module shipped on its own, so every release was informed by the last.
The result led to the platform being scaled across further parks and locations.
Integrations
- Salesforce
More work
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