BatFast has expanded its footprint in the Middle East with the launch of a second WIKIT installation in Dubai, located at Emirates Golf Club. Developed in partnership with Dubai Golf, the new venue integrates BatFast’s augmented reality cricket simulators into one of the city’s most established leisure destinations. The project strengthens Dubai’s growing social entertainment market, which continues to adopt hybrid models combining tech-led gameplay, sport and hospitality.
For operators and designers in the wider visitor experience sector, the expansion demonstrates increasing regional investment in sport-based interactive attractions that deliver competitive play and casual social experiences.
Technology-Driven Cricket Experience Designed for Broad Audiences
The Emirates Golf Club site boasts three batting cages powered by BatFast, each equipped with the company’s motion-tracking, software analytics and AR-driven gameplay systems. The simulators deliver a combination of virtual bowlers going up against participants who will be physical batting against them, allowing participants to face pace, spin and yorker deliveries generated by BatFast’s proprietary technology.
Difficulty levels and game modes can be adjusted to accommodate beginners, experienced players and mixed-age groups. Themed modes, including content built around regional cricket identities such as the UAE Bulls, extend the platform’s potential for localisation and event programming.
For venue operators, BatFast’s system offers high adaptability within relatively compact footprints, making it viable for integration into multi-use leisure environments.
Strategic Fit Within Dubai Golf’s Leisure Portfolio
Dubai Golf’s decision to deploy a second WIKIT venue reflects the operator’s commitment to broadening its entertainment offer beyond traditional golf formats. The company highlighted the value of introducing accessible, socially oriented sport activities that appeal to repeat visitors and corporate groups.
Within the context of Emirates Golf Club, WIKIT adds a contemporary interactive layer to an established hospitality and sports destination. This diversification aligns with ongoing trends in the region, where leisure sites are increasingly integrating active-play components to lengthen dwell time and attract younger audiences.
WIKIT’s Positioning in Dubai’s Competitive Social Entertainment Market
Managed by Viya, WIKIT positions itself as Dubai’s first dedicated augmented reality cricket venue. The brand’s model combines gameplay with a food and drink offer, supporting group visits and programmed social events. This multi-component approach reflects the ongoing convergence of sport, entertainment and hospitality within the city’s leisure sector.
As a result, WIKIT contributes to a growing category of venues in Dubai that merge activity-based entertainment with premium social environments. For suppliers and developers, the project exemplifies how AR-enabled sport can be integrated into mixed-use entertainment portfolios.
BatFast’s Global Strategy and Market Reach
BatFast continues to position itself as a leading technology provider across Europe, Asia, the Middle East and North America, supplying simulators for leisure venues, training centres and sports organisations. Its mission to expand access to sport through tech-enabled play aligns with the rising demand for digital-physical hybrids in location-based entertainment.
The company’s work with WIKIT demonstrates how its systems can support scalable venue models, allowing operators to replicate experiences across multiple locations.
Sector Outlook
With interactive sport continuing to gain traction in commercial leisure environments, the WIKIT expansion provides a clear case study in how AR simulation, group-friendly gameplay and themed content can combine to create a commercially effective attraction. Dubai’s adoption of the format signals strong ongoing demand for tech-forward active experiences that complement the region’s wider leisure strategy.
BatFast’s collaboration with Dubai Golf strengthens organisations’ positions in the Middle East market and highlights the potential for further regional deployments of similar technology-driven entertainment concepts.
