Moment Factory Reimagines Traditional Emirati Games at UAE Olympic House in Paris
International multimedia studio Moment Factory has brought its expertise in immersive experiences and interactive technologies to the United Arab Emirates (UAE) Olympic House during the 2024 Paris Games. The highlight of the pavilion’s showcase is the HIWY Game, an interactive activation celebrating the UAE's rich heritage.
The HIWY Game, powered by Moment Factory, offers visitors of all ages an engaging way to connect with Emirati culture through play. Adapted from Moment Factory’s signature Augmented Games, HIWY Game features three large-scale interactive games blending friendly competition with elements of Emirati design, nature, and traditional playground games such as Al Gaheef, Al Mayyit, and Tibba Game.
Moment Factory has a proven track record in creating innovative social gaming experiences. Previous projects include ARcade at the Montreal Casino, PLAY² at the Tanween in Saudi Arabia, and now the HIWY Game at the UAE Olympic House. Their customizable and scalable Augmented Games seamlessly transform indoor venues with interactivity, immersive visuals, and video game technology.
This initiative during the Olympic festivities builds on Moment Factory’s established track record in sports entertainment solutions. These solutions aim to enhance fan engagement, promote brand identity, and generate new revenue streams. Notable examples include the live brand launch for FIFA World Cup 2026, an interactive basketball court and video content for NBA playoffs broadcasts, and The Messi Experience, an immersive touring attraction showcasing the life and career of Argentine soccer star Lionel Messi.
“At Moment Factory, our mission is to bring people together in the physical world through interactive and immersive technology to create a collective sense of wonder. We were privileged to collaborate with the UAE Olympic House, integrating Emirati culture into our Augmented Games. By blending the spirit of sports with local traditions, we offered visitors a new way to engage with their heritage. This collaboration reflects our commitment to crafting memorable experiences that resonate globally,” said Jamie Reilly, General Manager at Moment Factory.
Moment Factory maintains an active presence in the Middle East, having collaborated on a large-scale digital art installation at Doha’s Hamad International Airport and participated in the Stadiums & Sports Innovation Summit, IAAPA Middle East, and the Saudi Entertainment & Amusement Expo.
