Digital game world a big hit

Dubai: From tech-savvy to novice consumers, the new gaming element of the 18th edition of Gitex Shopper and Consumer Electronics Expo gained a lot of attention.

Hoping to cash in on the growing market of gaming enthusiasts, Gitex organisers converted over 4,000 square metres of space at the Airport Expo into a massive gaming facility.

Dubbed the "Gitex Digital Game World," the area adjacent to the retailers' stands was equipped with 30 computers and six F1 replica cars for shoppers to play to their hearts' content. Fifty more computers were set up for professional gamers.

It offered a combination of various gaming activities, including online PC and console-based gaming, the world's latest game releases, live entertainment, stage presentations and interactive booths.

Shoppers could try out blockbuster games being sold in the market like FarCry and Crysis Warhead, as well as the popular titles like FIFA 2009 and Warcraft 3.

They could also take a seat in an original replica of the BMW Intel F1 racer and compete against the top drivers of the world.

"This area allows Gitex Shopper visitors to test the latest popular gaming in the world for free. This brings the shopping experience to a whole new level. Our objective is to let visitors and gaming enthusiasts to try and see the new technology out there while they come here to shop. That is something they don't experience in a mall," said Trixie Loh, Dubai World Trade Centre senior vice-president for exhibitions and events management.