The PUBG MOBILE Immersive Experience transformed one of the world’s most popular mobile games into a physical, story-driven, and emotionally charged adventure, brought to life by Spacetoon.

Hosted at Boulevard City, Riyadh, for 156 days as part of Riyadh Season, it was a regional first, bringing the thrill of the PUBG battlefield to life while ensuring safety, storytelling, and accessibility for all.

A Bold Vision

The goal was to create a large-scale live environment that captured PUBG MOBILE’s fast-paced, competitive spirit while welcoming families, teens, influencers, and casual visitors. The experience combined cinematic design, interactive gameplay, and emotional storytelling, delivering a fully immersive adventure.

Bringing the Game to Life

Spanning 2,500 square meters, the attraction featured four themed zones: Warm-Up Arena, Battle Arena, War Zone, and Winners’ Circle. Each zone included:

·        Reactive lighting, fog effects, and immersive audio

·        Game-authentic props and projection-mapped explosions

·        Live actors, team challenges, and evolving missions

Guests entered in squads with digital wristbands to track progress, moving through escalating challenges and culminating in the iconic “Winner Winner Chicken Dinner” zone a visually striking and emotionally rewarding finale.

Overwhelming Response

The activation attracted 14,000+ visitors, many returning multiple times. Influencers, esports creators, and families praised the experience as “theme park-level” and “shockingly immersive”, while social media coverage amplified its reach far beyond Riyadh. 

Lasting Impact

The PUBG MOBILE Immersive Experience set a new benchmark for game-based activations in the MENA region. It proved that mobile IP can evolve into large-scale, emotionally engaging live experiences, and that temporary pop-ups can deliver the magic of permanent attractions.

For its innovation and execution, the project became a strong contender for Thea recognition in Outstanding Achievement – Entertainment Experience.