Giant AR Screen
Open the game- Brand
- EMAAR
- Year
- 2019
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- AR
- Platform
- AR
- Agency
- UNIT9
- With
- EMAAR
Objective
Emaar Entertainment sought to launch their VR Park venue at Dubai Mall, positioning AR/VR experiences as mainstream entertainment for mass audiences. The activation aimed to introduce visitors to the new attraction while leveraging the mall's iconic giant OLED screen—which held two Guinness World Records for resolution and size—transforming it from a static display into an interactive platform.
Solution
UNIT9 created an interactive multiplayer mobile game that turned the world's largest OLED screen into a playable gaming platform. Visitors connected via WiFi to their mobile devices, each receiving a unique crosshair color displayed simultaneously on both their phone and the giant screen above the Dubai Aquarium. Players tilted their phones to aim and tapped to fire at alien creatures rendered over live video feeds of the mall interior, creating the illusion of an extraterrestrial invasion in the physical space. The real-time multiplayer game synchronized dozens of players at once, delivering a coordinated gaming spectacle visible to thousands of mall visitors.
Results
Not published.
