Japan's Sega Corp. has joined Emaar Malls Group, a subsidiary of Dubai, United Arab Emirates-based Emaar Properties, to develop family entertainment centers in Emaar malls in the Middle East, North Africa and India. The venture's first project will be a two-level, 76,000-square-foot complex in the Dubai Mall in downtown Burj Dubai. The complex will be modeled after Sega's flagship Tokyo Joypolis and will contain an indoor roller coaster, an arcade and simulator rides. "The strategic partnership between Emaar Malls Group and Sega illustrates our commitment to revolutionizing the mall experience on a global scale," says Rashid Zakaria Doleh, CEO of Emaar Malls. Dubai Mall already has a number of entertainment offerings, including an aquarium, an ice rink, a 22-screen cinema and a role-play edutainment concept for children called Kidzania. The mall is set to open late this year.