Case Study: Al Ghurair Group unleashes hybrid entertainment success with AKQA

Al Ghurair Group boosts organic reach 5x with AKQA

AKQA partnered with Dubai's investment company Al Ghurair Group to address the challenge of digital entertainment saturation. The client sought to inspire a younger audience that was growing weary of passive, screen-based gaming and was disconnected from physical and social play.

The solution was the creation of Glitch, a new active game park experience that merges physical and digital entertainment. AKQA developed the brand from the ground up, crafting a distinct visual identity and an inclusive world of active play. The results were highly successful, with Glitch's organic social reach surpassing the category average by five times and its engagement doubling, setting a new standard for hybrid recreation.

Al Ghurair Group