DreamPlay

History and Launch

DreamPlay opened its doors in 2014 as a joint venture between City of Dreams Manila and DreamWorks Animation (a division of NBCUniversal). The press release announcing its opening highlighted the attraction as the first DreamWorks-themed indoor play center in Asia, bringing a slice of Hollywood magic to the Philippines. Since then, it has operated continuously, marking milestones like its 11th anniversary with social media campaigns and special events.

Business Model

DreamPlay generates revenue primarily through ticket sales, with pricing structured for general admission, hotel guest discounts, and group bookings. It also offers birthday party packages and private event hosting. As part of the City of Dreams resort, the center contributes to non-gaming income, helping the casino operator diversify its revenue streams and attract family tourists who might otherwise avoid a casino-dominated environment. The venue does not include food and beverage service, encouraging visitors to patronize nearby resort restaurants.

Attractions and Experience

The center is divided into several themed zones, each inspired by a different DreamWorks franchise. Highlights include a zipline area based on How to Train Your Dragon, a dance floor featuring characters from Madagascar, and a soft-play area designed for toddlers. DreamPlay also offers scheduled meet-and-greet sessions with costumed characters, as well as interactive touchscreens and augmented reality experiences. Visitor reviews consistently praise the cleanliness, safety protocols, and attentive staff, though some note that the center is best suited for children aged 3–12.

Market Position and Competition

DreamPlay holds a niche position as a family-friendly amenity within a casino resort, a model relatively uncommon in the Philippines. While standalone indoor theme parks exist in Metro Manila (e.g., KidZania, Playtopia), DreamPlay differentiates itself through exclusive DreamWorks IP and its integration with a luxury hotel-casino complex. It is not a direct competitor to large outdoor theme parks like Enchanted Kingdom but rather serves as a convenient, high-quality indoor play space for younger children.

Licensing and Partnerships

The attraction operates under a licensing agreement between Melco Resorts and NBCUniversal's DreamWorks Animation. This collaboration grants DreamPlay the right to use characters, imagery, and storylines from major franchises. The partnership has remained stable since launch, with no public reports of disputes or major changes. The center also occasionally partners with brands for promotional events and seasonal activities.

Recent Developments and Strategic Direction

In 2025, DreamPlay celebrated its 11th anniversary with a social media campaign (“11 Years of Play”) and continued to operate as a core non-gaming offering. While no major renovations or expansions have been announced, the center regularly updates its programming and maintains its digital interactive elements. Under Melco's management, DreamPlay remains a case study in how casino operators can leverage licensed IP to build family-friendly amenities that boost brand loyalty and non-gaming revenue.