Dubai’s Department of Tourism and Commerce Marketing (DTCM) has partnered with Tencent Games to develop ‘The Map’, featuring Dubai within the online game app Lego Cube featuring Lego bricks, mini figures and other iconic Lego properties.

The free-to-download-and-play game offers players an inventive platform to creatively explore and develop Dubai’s famous landmarks in a virtual world on command. Marking the first time the game has partnered with an oversees partner destination, this unique offering showcases Dubai Tourism’s continued efforts to provide customised, engaging, and interactive campaigns aimed at keeping the city top of mind for Chinese travellers.

The Map, developed and published by Tencent Games, projects the emirate on a virtual platform, allowing players to experience Dubai’s many local and cultural landmarks. As a city renowned for its forward thinking and futuristic programming aimed at offering visitors exceptional experiences, it is an ideal destination to be incorporated into the innovative platform.

The interactive Map features some of Dubai’s most celebrated attractions such as Atlantis The Palm, Burj Khalifa, Burj Al Arab, Dubai Frame, Dubai Opera, LegoLAND Dubai, Palm Jumeirah, Green Planet, La Perle, Ski Dubai, and Al Fahidi Historical Neighbourhood. Players are encouraged to delve into the game to learn more about Dubai’s diverse destination offering, with the added opportunity to build recognisable landmarks with Lego Cube.

Keeping engagement and discovery as a primary characteristic of the game, The Map targets families with children aged 6-16 and Lego adult enthusiasts. Offering an imaginative, creative and safe digital gaming experience, players can approach the various locations where they can start to build and develop the virtual world of Lego Cube bricks.

By clicking “Know More”, the player’s point of interest will display an introduction and photograph of the attraction. Players can also click “Build Now” to become the architects of the city to build the many attractions using Lego Cube bricks. Furthermore, by clicking “Continue to Explore”, players can explore other prominent locations on The Map. As the only international destination showcased on the platform, The Map is set to be top listed as an application during the campaign’s introduction to the Chinese market.

As Dubai continues to enhance itself as a family friendly destination, a series of captivating and heart-warming videos starring two pairs of father and sons have been created by Tencent Games in Dubai, highlighting the importance of spending quality time between a parent and their child. In the video series, one father, Quan Liu– a Lego geek, along with his young son and a boy named Zongmin Chen– a social media child influencer with 620K followers and his father, go through the journey of discovering Dubai and are able to reconnect and bond with one another through their joint exploration and interactions within the emirate cityscape.

Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing (DCTCM) said: “China continues to consolidate its status as one of the city’s top performing source markets, and we remain committed to engaging Chinese outbound tourists through innovative and highly targeted marketing activities to help us remain front of mind for their future travel plans.”

“This exciting new partnership with Tencent Games leverages the global trend of social gamification to showcase Dubai’s variety of world-class family entertainment and destination appeal to Chinese consumers.

“As such an important market for the emirate, with considerable growth potential, initiatives such as these support our ongoing mandate to be ‘China Ready’, a strategy that has allowed the city to add familiar touchpoints that cater to the specific needs of our Chinese guests, further enhancing their experience and highlighting Dubai as a ‘must-visit’ destination for future travellers,” he added. – TradeArabia News Service