Having worked on a concept of video game theme park for a client, I was looking forward to my stop-over in Dubai to go see the newly opened Hub Zero at City Walk.
Dubbed to be “the region’s first immersive gaming theme park” according the press release issued by Meraas, this 15,000sqm indoor theme park offers “an extensive e-Sports LAN gaming zone and a children’s play area, in addition to event rooms, retail space, and food and beverage offerings”. Jean Marc Bled, General Manager, Leisure & Entertainment at Meraas, adds: “the experiential entertainment at Hub Zero will challenge visitor perceptions and revolutionise how gamers see and experience video games. We are confident the stimulating and engaging journey will compel visitors to come back time after time.”
If you read my previous post entitled “Why video games are the future of theme parks” you will understand why I got excited about Hub Zero. And so I went hoping to get a glimpse of the future of theme parks and maybe my first ‘gamified’ visitor experience.
I got there after my visit of IMG Worlds of Adventure at around 8pm on a Saturday (the end of the weekend in Dubai). City Walk was not very busy that day and Hub Zero even less busy, which I thought was not a good sign for the end of the weekend.
Hub Zero occupies its own building in this al-fresco retail complex. The entrance lobby is very big and impressive, with a bit of a futuristic look & feel (of course, it’s video games!). Tickets for the ground floor area (gated) can be purchased from the ticketing counter and an escalator leads visitors to the first floor (non-gated), which features the e-sports gaming zone, billiard room, karaoke rooms, old-school video games arcade (think Pac Man, pinball, etc) and a café.
I decided to go upstairs directly and see if I could look at the ground floor from the top. I was virtually alone on the 1st floor but the view was quite good and I got a feel for the entire place.
Most of the attractions are media and IP-based (e.g. Resident Evil, Battlefield, Gears of War) and include VR experience, dark ride, 5D cinema, laser tag, laser maze and simulators. There is also a kids and toddlers Plants vs. Zombies themed play area, which looks a bit like an after-thought.
I will not make any assumptions on the performance of the park but judging from what I saw it doesn’t feel like people are rushing through the doors. Why is that?
First I was told City Walk is having a slow start as the concept of an al-fresco mall is very new for the region and people probably still prefer big enclosed malls such as Dubail Mall (only 15min walk away and packed that night!). This doesn’t help Hub Zero, which probably needs more eyeballs for a new concept and a new brand not borrowing from any of the big video game publisher brands i.e. it’s not a Nintendo park or a Ubisoft park.
Second I am not convinced the gated park approach is the right one. It is minimum AED160 (USD43.5) to access the attractions on the ground floor. Yes I know Dubai residents are wealthy but it is still a lot of money for a teenager or a student, which seems to be the main target audience. In a region where FEC’s are very popular maybe Hub Zero should have tried to give the FEC model a new twist… maybe using the principles of gamification! Instead of a series of video game-based attractions dispatched along a circular corridor, why not try to take the visitor into a video game, where he/she becomes a player of the park?
Third I think the choice of theming is too segmenting. It assumes all video game players are geeks and like futuristic stuff. It’s not the case. There are all sorts of people playing video games, including girls and young kids. These are the ones Hub Zero should have thought about and catered for with the same elements that make a theme park successful: fun and immersive theming, experiences bringing people together, live entertainment, etc.