Dubai – MENA Herald: November 16th-25th will mark the official launch of ‘Dubai Games Week’, the latest gaming venture hosted by Emaar Retail, in association with Reel Cinemas, Dubai Ice Rink and SEGA Republic. Highlighting the ambition and appeal of this venture, The Dubai Mall welcomes gamers from all over the world to Dubai.

The event features the first regional “Fanta Gaming Masters – Championship Finals” on EA Sports FIFA franchise at the Dubai Ice Rink with PlayStation 4 and Power League Gaming (PLG).  Fanta Masters aims to find the top amateur gamers in the region under Fanta Game On campaign.

The weekend will coincide with the EA Games’ launch of Stars Wars Battlefront, played in a visual and audio explosion at Reel Cinemas. The Call of Duty Black Ops III community event will bring out the Zombie in you, with highlights such as the reborn regional favorite Need for Speed custom made for fans. From tablet gaming on Hearthstone “Grand Tournament” to the intensity of Mortal Kombat X, you can still find time to sing and dance your way through the week with the highly anticipated Guitar Hero Live. More titles, more shows and a lot of great activities are still to be revealed.

Gamers will be treated to a broad selection of content, activities, challenges, special offers, great food and beverages, that will truly celebrate the industry’s most iconic titles. Leading technology companies such as NVIDIA, a key partner in previous Games Weeks, will provide a unique insight and education on how to “Play the Future”. If you’re looking to play, compete, shop and win prizes, then there is no better event than “Dubai Games Week” this November at The Dubai Mall. The event is underpinned by Power League Gaming’s (PLG) key partners and experience, and content scheduled at first with an initial group of global publishers that will grow to a comprehensive final showcase of leading titles, all solidified with the backing of Dubai Tourism.

“Emaar Retail is consistently innovating the experiences that we provide across our leisure assets. We recognize the demand for highly engaging forms of digital entertainment, creativity and innovation that comes with video games. The Dubai Games Week underlines our commitment to supporting initiatives that bring together people and provide them unparalleled gaming choices,” said Maitha Al Dossari, CEO of Emaar Retail. “Gaming is today one of the most important mediums through which not only children but also young adults and parents can gain enriching experiences. The event will allow local gaming enthusiasts to share their passion in a dynamic, open environment across our assets in The Dubai Mall while uniting them with many of their favorite developers, designers and fellow players from around the world.”

Tolga Cebe, Marketing Director at The Coca-Cola Company Middle East, “We have witnessed Fanta Masters grow exponentially over the past couple of years, and are happy to see the brand’s ambition of creating more play, manifest itself. Fanta Masters is bridging different cultures, nationalities, and backgrounds and uniting people under a common love and passion for gaming. Through Fanta Masters, we all celebrate the spirit of being socially active in a fun, and playful manner while staying true to the Coca-Cola Company’s DNA of spreading happiness along the way.”

The 3rd edition of Games Weeks tour in 2015 across the region will follow on from Jordanian and Egyptian iterations. John Lacey, Founder of PLG and Executive Producer of Games Week comments; “This is no one off event, or ordinary partnership, discussion has been underway for over a year now on how to sustain a series of gaming events across the region, focused on what the local Arab players love and the international publishers and brands will respect. These events are aimed at gamers and the general public, only the right brands, the smarter publisher and visionary organizer will be flexible enough to allow gamers to shape the event over time. This is not an industry expo, we are not here to analyze the pros and cons of new titles with journalists, this event is designed to be accessible and entertaining, but above all else memorable and fun. Egypt and Jordan proved we are on the right track; now Emaar Retail will add their signature to the ambition.”

For more information, please visit http://dubaigamesweek.com and to learn if your city could be next check out http://gamesweeks.com across the region. To learn more about Fanta Masters, please visit  http://www.facebook.com/FantaMiddleEast