With the official launch of SOCO, Majid Al Futtaim Entertainment continues to push the boundaries of modern entertainment
- SOCO is a multi-gaming universe with reimagined bowling, arcades, karaoke, and a global street food-inspired menu
- Be amongst the first to step inside the social jungle and book your visit now at soco.me
Majid Al Futtaim Entertainment officially unveiled SOCO today, transporting guests, media, and influencers into its newest social gaming destination—a place where friendly competition, culinary hits, and unforgettable energy collide under one iconic roof. The launch reinforces the company’s commitment to ‘creating great moments for everyone, every day’ by transforming the entertainment landscape with modern, engaging experiences tailored for a new generation.
Mirdif’s social scene was officially redefined as SOCO arrived onto the stage with a vibrant and exciting grand opening. More than just a launch, the event was a high-energy sensory experience—pulsing with live DJ beats, competitive gaming, and a seamless flow of social buzz. The milestone ribbon-cutting was led by Ignace Lahoud, CEO of Majid Al Futtaim Entertainment; Mohammad El Etri, Managing Director of Operations; Simon Davidson, Managing Director -Business Development, Construction & Assets Management and Abdulla Al Zaabi Deputy Country Manager (UAE & Oman) signaling the arrival of Dubai’s newest heartbeat for play and connection.
Located at City Centre Mirdif, spanning a massive 2,700 square metres, this ‘vibrant social jungle’ is architecturally designed to foster connection through competitive play. Boasting a portfolio of ‘firsts,’ SOCO introduces the UAE to Racing Bug, an elite, physical motorsport simulator, alongside Hotshots the UAE’s first life-like digital shooting experience featuring authentic haptic feedback and precision tracking. Complemented by 10 bowling lanes, multi-sport simulators, augmented reality darts, and high-fidelity karaoke, the space serves as a sophisticated social hub where families and friends don’t just play—they belong.
Ignace Lahoud, Chief Executive Officer, Majid Al Futtaim Entertainment said: “We are dedicated to transforming the entertainment landscape by creating innovative and engaging experiences that bring people together. SOCO is a testament to this vision that feels fresh and exciting. We wanted to create a space where friendly competition and community meet, making sure every visit is more than just a day out—it’s a story to share.
“By bringing together the best new games, great food, and a high-energy atmosphere, we’re changing the way families and friends spend time together. SOCO isn’t just a place to play; it’s a social hub where everyone belongs.”
At SOCO, the momentum continues long after the game ends. Once the games are done, guests can gather to refuel with a curated menu featuring global street food-inspired dishes, refreshing sips, and playful desserts. Whether you’re celebrating a milestone or just catching up, the dining space is designed as a welcoming social hub—making it the perfect spot for families and friends to relax and share a great meal together.
The SOCO adventure begins with the SOCO Card, which can be topped up and used throughout the venue for all payments including bowling, games and F&B. Starting with a minimum charge of just AED 50, the SOCO Card allows the whole group to access games (from AED 10) and place food and beverage orders. The card can be topped up online or in-store for a smooth, cash-free experience that keeps the energy going. For those looking to level up their visit, SOCO also offers VIP Rooms, available for private bookings from AED 899 for two hours, accommodating up to 12 guests.
Life’s too short for boring hangouts. At SOCO, every visit is a new adventure — and every game is a chance to conquer. Play hard, laugh louder, and be amongst the first to step into the social jungle. Book your visit now at soco.me and follow us on @socouae.
