SOCO Opens in Dubai: Inside Majid Al Futtaim’s New Social Gaming Hub

Dubai’s entertainment landscape just added a new social hotspot. Majid Al Futtaim Entertainment has officially opened SOCO, a paid-entry social gaming venue at City Centre Mirdif, reinforcing the city’s growing shift toward experience-led leisure.

Spanning 2,700 square metres, SOCO blends competitive gaming, food, and group-focused activities under one roof. The concept is designed to keep visitors engaged longer, turning casual outings into shared social experiences rather than quick retail visits.

From bowling lanes and arcade games to racing simulators, karaoke rooms, augmented reality darts and multi-sport simulators, SOCO positions itself between a family entertainment centre and a nightlife venue -without leaning fully into either. The focus is clear: group play, friendly competition, and social interaction.

According to Majid Al Futtaim Entertainment CEO Ignace Lahoud, the goal was to create a space where play and community intersect. The venue is built to encourage repeat visits, storytelling, and longer dwell times - a model increasingly favoured by mall operators globally.

Clear pricing, flexible spending

SOCO operates on a prepaid card system, allowing visitors to control spending across games and food in one seamless flow.

• Minimum top-up: Dh50

• Games start from: Dh10

• Private VIP rooms: From Dh899 for two hours (up to 12 people)

Food plays a central role rather than being an add-on. The menu is inspired by global street food and built for sharing, reflecting how entertainment venues are increasingly relying on dining to support margins and enhance the overall experience.

The launch of SOCO also highlights Dubai’s broader commercial environment, where innovation in leisure, retail, and hospitality continues to attract global brands and investors. For entrepreneurs exploring business setup in dubai, such concepts underline how experiential formats are shaping consumer demand and opening new opportunities across entertainment and lifestyle sectors.

With SOCO, Majid Al Futtaim adds another layer to its expanding entertainment portfolio - and signals that the future of malls in Dubai is less about shopping alone, and more about play, food, and connection.