2025 in Play: A Look at What GEMM Productions Brought to the UAE

Entertainment sits at the centre of our lives. It shapes where we go and how we choose to spend our time. It is no longer just a meal out or a trip to the movies. Today, people want to play, compete and connect. We want experiences that feel alive.

At GEMM Productions, we have grown right alongside that shift, taking underutilised spaces and turning them into the centrepiece of a venue. As regional partners for Sports Simulator, IKC, Minigolf35 and more, we spent 2025 working with operators across the UAE. Together, we brought in new ideas, new technology and new ways to play.

Here is a glimpse into what we have delivered and the impact these experiences have had on venues across the UAE.

Little Trekkers before and after

At the InterContinental Hotel in Ras Al Khaimah, we completely transformed the Little Trekkers kids zone. During the opening, both children and staff walked in with their jaws on the floor. Team members were gathered around the games and even tested out the ball pit. That reaction was exactly what we wanted to see, a space that sparks play for every age.

Before: 

• Parents and carers were sitting on the floor, hovering over children
• Staff were constantly instructing, managing and cleaning up
• Younger children gathered in one small section
• Older kids drifted straight to the computers

After:

• Parents and carers can sit back and actually relax
• Operators have equipment that is easy to manage and easy to clean
• Staff join in and have fun with the children
• Younger kids are climbing, building and taking on new challenges
• Older kids are playing games in every corner of the room

The thought behind the layout was simple. One side of the room gives younger children their own world to explore, while the other side gives older children far more than just a computer room.

Sports Simulator at Dubai Fitness Challenge

For the Dubai Fitness Challenge at Kite Beach, we installed a Sports Simulator for a month. With most activities outdoors, it gave people a way to keep moving indoors and out of the heat, while showing how easily sport and entertainment can blend in one compact space.

Here, the focus was tennis. The simulator offers 27 tennis challenges, including roulette style targets, bullseye shots and ten pin bottles, a blend of bowling and tennis.

Here is what we saw once the simulator went live:

• During peak heat hours, people gravitated towards these games
• The simulator stayed busy with back to back games
• We saw all ages and skill levels, from big hitters to first timers
• The variety of games turned practice into play
• Guests were using the simulator as a photo moment with the Dubai Fitness Challenge branding

Careful planning meant our team could set up the full experience, from structure to software, in under 6 hours. It opened the event to a wider audience, giving people who may not be able to run a chance to take part, hit a target and feel included.

Turning dead space into profit with modular mini golf

At Movenpick, an empty outdoor space was turned into a mini golf course that paid for itself in under six months. What started as free space quickly became an attraction guests went out of their way to use.

Why we chose to represent Minigolf35 in this region:

• Low running costs and minimal staffing
• Can be moved from outdoor to indoor as the seasons change
• A durable system that stands up to the regional climate
• Can be reconfigured or moved as your space evolves
• Easy installation on sand, stone, grass or existing surfaces with only basic ground preparation

Mini golf is not just a game. It is a simple way to turn spare space into repeat visits, extra dwell time and long term revenue.

Bringing in our latest in active play

Our newest addition is CSE, a company we are working with to bring in playful, movement based games built on a simple idea. Fun should be for everyone, not just kids or fitness fans.

• runBEAT turns manual treadmills into a running game, so up to four people can race each other on screen while running side by side
• iWall is a motion controlled game wall where your body is the controller, ideal for people who want to jump, move and play without wearables
• cycloBEAT is a group cycling game that turns a simple ride into a shared challenge in the same virtual world

These systems fit naturally into hotels, gyms, active zones and family venues, with low staffing needs and automatic software updates to keep the experience fresh.

Looking back at 2025 – and ahead