Avolta launches immersive AFCON 2025 activation across airport stores in Africa, with major focus in Morocco

Avolta is launching a streamlined activation program across its Moroccan and wider Africa stores for the Africa Cup of Nations (AFCON) 2025.

The program showcases Avolta’s ability to deliver high-impact, digitally enabled retail experiences, ahead of one of the region’s most significant tourism events.

With Morocco preparing to welcome teams and supporters of AFCON, Avolta is using the major travel moment to drive visibility, engagement, and commercial performance across six airports in six key cities, transforming the travel journey with interactive entertainment, exclusive products, and omnichannel communication.

Abdeslam Agzoul, CEO for Middle East & Africa at Avolta, said, “AFCON 2025 is an exceptional moment for Morocco in particular and for Africa in general, and a strong opportunity to highlight the power of Avolta’s retail capabilities. By combining innovation, culture, and the latest technology, we are creating experiences that make travelers happier and deliver solid commercial value for our airport partners.”

At the heart of the campaign is a focus on digital entertainment. Avolta is bringing cutting edge experiences into its stores in Casablanca, showcasing its expertise in innovative technology enabled engagement. The first of these is Digital Foosball, a reinvented digital version of the classic and much-loved foosball game. The second is a digital mixed-reality Ball Simulator game. Virtual Reality goggles transform players real-life movements into virtual gameplay, to deliver a truly immersive experience.

Within its wider store locations in Casablanca, Marrakech, Rabat, Agadir, Tanger, and Fès, Avolta is introducing a focused set of digital engagement touchpoints, including interactive entertainment, interactive “totems” that allow passengers to play games, unlock rewards, and explore brand content, and an augmented reality experience through the Club Avolta app. Tailored communication through Club Avolta app will further support customer engagement during match periods. This fusion of play and storytelling deepens engagement, increases dwell time, and encourages exploration of the store.

Avolta is also launching an exclusive AFCON merchandise range and a curated selection of brand partnerships supported by gift-with-purchase mechanics, product tastings, and other targeted promotional activities. Additional live entertainment elements will include football jugglers, and face painters to further elevate the celebratory atmosphere.