MAPIC 2017 gets entertaining as media companies, film and video gamers boost presence in shopping centres

Paris, 7 September, 2017 – Media companies, film and video game specialists are disrupting leisure offerings in shopping centres through partnerships with various commercial real estate players. The entertainment leader and top international video game publisher Ubisoft will take part to a panel session during MAPIC on the growing concept of “Family Entertainment Centre”.

The concept of “Family Entertainment Centre,” imported from the United States, is now offering a leisure attraction and restaurant area for families that can help boost the overall attraction of a shopping centre.

This concept will be fully discussed during a panel entitled “Family entertainment centres: a fun environment for family success,” on Thursday, 16 November at 1:30 pm.

Ubisoft made its first foray into this market with the opening in 2016 of its very first Family Entertainment Centre in Montreal (Canada), Rabbids Amusement Center. “Through our video game publishing business, we have become experts in creating compelling and engaging worlds. When we transpose this skill to shopping malls, we can add real value by creating a unique and innovative experience”, says Jean de Rivières, Vice President of location-based entertainment at Ubisoft who will be part of the MAPIC panel dedicated to entertainment and retail.

MAPIC will also reflect this trend in its leisure exhibition area which will host some 30 international exhibitors plus a special area for 20-minute concept pitches. A panel of four experts will also lead a discussion on this topic. Both conferences are jointly organized by the Themed Entertainment Association, the international association of leisure and entertainment professionals.

“Bringing leisure facilities into shopping centres is a steadily-growing trend featuring increasingly diverse and sophisticated offerings that address people looking for new experiences,” says Nathalie Depetro, Director of MAPIC Markets. “MAPIC provides an opportunity to bring together the property professionals and these newcomers with skills in entirely different yet complementary domains.”

In the exhibition area, MAPIC attendees will be able to find out about Lappset Creative (Finland), which develops and creates themed attractions for different toy brands such as Mattel and video games such as Angry Birds, along with Paragon Creative (U.K.), Ip2 Entertainment (Luxembourg) and I.E.PARK-SOLI (Italy), all specialized in designing and producing attractions. Parques Reunidos (Spain) operates parks internationally and will be attending MAPIC for the first time. They have collaborated with film production companies such as Lionsgate and Nickelodeon to develop mall entertainment centres as one of their main activities.

The exhibition area will also include architectural firms, consultancies and city planners who help design theme parks for shopping centres, in direct partnerships with property developers. Concept i-design (Thailand), for example, which is attending MAPIC for the first time, has helped create many theme parks in shopping centres in Asia.

To illustrate the rising interest of developers for leisure in shopping centers, one Italian developer Aedes SIIQ S.p.A, will present its new project called Caselle at MAPIC, located near Turin. Casell is one-of-a-kind space for shopping and entertainment.

Other leisure concepts will also be showcased by exhibitors at MAPIC. These include Funtopia (Bulgaria), the creators of indoor playgrounds such as climbing walls and other acrobatic facilities in shopping centres; Uno Parks (Lithuania), which creates playful obstacle course adventures in more than seven countries; Billy Beez, which runs play areas based on the character of Billy the Bee (Saudi Arabia); and Tagactive New Leisure (UK) that takes players into a futuristic universe.

Here is the
full conference programme.

About Reed MIDEM: 
Founded in 1963, Reed MIDEM is an organiser of professional, international markets that are essential business platforms for key players in the sectors concerned. These sectors are MIPTV, MIPDOC, MIPCOM, MIPJUNIOR in Cannes, MIP China in Hangzhou and MIP Cancun in Mexico for the television and digital content industries; MIDEM in Cannes for music professionals; Esports BAR in Cannes and in Miami for the esports business; MIPIM in Cannes, MIPIM UK in London, MIPIM Asia Summit in Hong Kong and MIPIM PropTech Summit in New York for the real estate industry; MAPIC in Cannes, MAPIC Russia in Moscow, MAPIC Italy in Milan, MAPIC China Summit in Shanghai and IRF brought by MAPIC in Mumbai for the retail real estate sector.

About Reed Exhibitions: 
Reed Exhibitions is the world’s leading events organiser, with over 500 events in over 30 countries. In 2016 Reed brought together over seven million event participants from around the world generating billions of dollars in business. Today Reed events are held throughout the Americas, Europe, the Middle East, Asia Pacific and Africa and organised by 38 fully staffed offices. Reed Exhibitions serves 43 industry sectors with trade and consumer events. It is part of RELX Group, a global provider of information and analytics for professional and business customers across industries.