After our successful run in Edition 2, Sharjah Media called on Eventify Entertainment again to create an experience that turned the festival grounds into a massive gaming arena. The challenge? Make it fun for everyone—not just the kids, but adults too!

The brief called for a concept that would encourage families to not just attend but actively engage with the festival—playing games, participating in competitions, enjoying food, and creating moments worth sharing. To craft a theme that would meet these objectives, we started with a deep analysis of visitor behavior, focusing on what keeps families, especially kids and young adults, entertained and engaged.

Our research uncovered a key insight: gaming has become a universal language across generations. Whether it’s nostalgic classics for parents or cutting-edge virtual experiences for Gen Z and Gen Alpha, video games resonate with nearly everyone. More importantly, these games aren’t just entertainment—they’re immersive, highly engaging, and naturally collaborative, making them a perfect fit for a family-centric festival.

Gaming emerged as a universal connector across generations, blending nostalgia with innovation to craft an inclusive, multi-generational festival experience.

We also analyzed trends in experiential marketing, noting the rising popularity of life-sized, interactive experiences that bridge the gap between digital and physical worlds. This led us to the big idea: why not transform the festival into a real-life gaming arena? By bringing iconic games—new and vintage, physical and virtual—to life on a massive scale, we could create an experience that was not only fun but also highly shareable, ensuring longer stays and deeper engagement for families.

This insight drove the creation of Game On!, a theme designed to immerse visitors in larger-than-life gaming experiences, where they could step into the worlds of their favorite games and play together like never before. From nostalgic arcade classics to modern VR adventures, the concept was carefully curated to spark joy across all ages while delivering on the festival’s core objectives.

The 2023 Sharjah Events Festival, themed "Game On!", achieved remarkable success, drawing over 20,000 visitors across its four-day span.

This impressive turnout underscores the festival's appeal to a diverse audience, including families, young adults, and children.

Each day, the festival welcomed thousands of attendees, with numbers peaking during the weekend. The event's engaging activities and immersive experiences contributed to extended visitor stays, fostering a vibrant and lively atmosphere throughout the festival grounds.

Media coverage was extensive, with numerous outlets highlighting the festival's unique offerings and significant attendance. The Sharjah Government Media Bureau lauded the active participation of more than 30 governmental, semi-governmental, and private organizations, emphasizing the festival's success in bringing together various sectors to create a memorable experience.

The festival's innovative approach, particularly the life-sized gaming experiences, resonated well with attendees and media alike, solidifying its reputation as a must-visit event in the region.