Yellow Hat teams up with first Dubai World Game Expo

The Japan-headquartered global giant matches its leadership in real-life automotive expertise with the skills of the winners in the Need for Speed competition, the virtual reality car racing game which will be a highlight of the gaming expo.

More than 10,000 gamers and 100,000 spectators from UAE and the Gulf region are expected for the elimination rounds and finals.

Yellow Hat is providing the first prize for the Need for Speed Champion as well as token caps and shirts for runners-up and raffle prizes for Game Expo visitors.

As retail partners for the event, Yellow Hat's Sheikh Zayed road showroom in Times Square Center, Dubai, is an official registration outlet which accepts entry fees for Game Expo and donations to Red Crescent.

The expo is the region's first dedicated gaming event and runs at the Dubai International Exhibition and Convention Centre over October 28-30.

Yellow Hat's General Manager, Graham Markwick, says the biggest players in the global gaming industry will be represented.

"They include software and hardware developers, mobile games, networks, telecommunications, merchandising and licensing agencies, educational institutions, entertainment professionals and representatives and much more," he enthused.

Markwick said, "And as the biggest player in the global auto accessories business, it's very appropriate forum for us at Yellow Hat to demonstrate our expertise in how we make the real-time on-road experience as exciting as the gaming version."

"This is an event which relates closely to our business and to our branding - where excitement, energy, and skill are premium factors. The auto enthusiast and the gaming enthusiast have much in common and Yellow Hat bridges both worlds," he aded.

The show will introduce a wide variety of computer games, including entertaining and educational video games software, online gaming, mobile games, game related hardware, and next-generation platforms.

The first day will be exclusively open to 3,000 expected trade visitors for business and conferences.

The last two days will be open to the public. Highlight will be the hosting of the Dubai World Game Championship 2008 when gamers from all over the country battle it out to win the most coveted prize of representing the UAE at the upcoming World Cyber Games in Cologne, Germany.

Yellow Hat stocks thousands of car products from hundreds of manufacturers, including car audio, alloy wheels and tyres, navigation systems, car mats, seat covers, air fresheners, cleaning products and suspension technology. As a one stop shop for all auto accessory needs, Yellow Hat also offers an installation and service facility for all the products on sale.

Yellow Hat also offers superior warranties for many products, with selected products offering one-for-one replacement on faulty products from 30 days after purchase up to 24 months and repair warranties on products of up to five years. Also, if Yellow Hat installs any product purchased from its showroom an extra one year of warranty will be added free of charge.

The company's first showroom in Dubai's Times Square Center was opened earlier this year bringing its international chain of accessories superstores to more than 500 throughout Asia.