The 2015 edition of the Dubai Entertainment Amusement and Leisure show (DEAL) will have a special focus on 'retail entertainment' in 2015.

"The dynamic bond between entertainment and retail is one of the major trends in malls today," said the event's organisers, IEC Consults.

"These malls are using entertainment to clearly demarcate themselves from the competition.

"The concept of providing shoppers with a soothing experience delivers an opportunity to increase sales in the retail segment."

Sharif Rahman, CEO of IEC, said: "Leisure is a versatile term and an important facet of malls as it draws the families with the kids together.

"Some years back it was possible for a retail mall to have its operations without an entertainment centre but not any longer. Family entertainment centres are a must-have feature for every mega mall in this region."

DEAL 2015 will be held at the Dubai World Trade Centre in April.