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Seven advances entertainment projects across Saudi cities

26 August 2025

 

Saudi Entertainment Ventures (Seven), a subsidiary of Qiddiya Investment Company, is spending more than SR50bn ($13bn) to create 14 entertainment destinations in 13 Saudi cities.

The company, which is backed by Saudi Arabia’s sovereign wealth vehicle, the Public Investment Fund, has achieved 70% completion on most of its sites that are scheduled to open this year.

Speaking to MEED, Seven’s chief operating officer Essam Al-Jubair outlines the ambitions behind the projects, which are part of the government’s wider Vision 2030 strategy, and reviews the progress that has been made to date.

“We’ve seen meaningful progress on all fronts,” he says. “Seven is well into advanced delivery at several of the key sites, including Abha, Tabuk, Yanbu, Al-Hamrah and Medina, where facade works and ride installations are nearing completion. Final fit-outs, theming works and systems commissioning are well under way.” 

Economic goals

Beyond entertainment, Seven’s developments are being positioned as a driver of regional economic growth. Each site is expected to generate jobs during both construction and operations, while boosting tourism spending and strengthening local supply chains.

“By spreading developments across various cities, Seven expects to have a direct impact on regional economies through job creation, tourism and local supply chains,” says Al-Jubair.

The geographical reach of the projects is particularly important, as it places entertainment hubs outside of the main cities of Riyadh and Jeddah, giving smaller urban centres such as Tabuk, Abha and Yanbu their own share of investment. This, in turn, supports Vision 2030’s wider aim of balanced regional development.

The spending power created by these new destinations is also expected to benefit nearby businesses such as hotels, restaurants and transport operators, amplifying their impact on local economies.

Developing local talent

The scale of investment is not just about buildings and rides. A major part of Seven’s approach is building an entirely new workforce for the sector.

“People are the heartbeat of everything we’re doing,” Al-Jubair says.

By spreading developments across various cities, Seven expects to have a direct impact on regional economies

The company refers to its staff as “fun-gineers”, tasked with designing and delivering entertainment experiences that are unique to the kingdom.

To support this, Seven has launched training schemes and leadership programmes, including a future leaders course run in partnership with the International Institute for Management Development. More than half of its staff are currently undergoing training in entertainment management, operations and guest services.

Beyond entertainment

Seven’s projects are designed not only as leisure destinations, but also as community gathering places. “Our entertainment destinations are unlike anything the kingdom has seen before,” says Al-Jubair.

About 80% of each site will be dedicated to attractions and experiences, while the remaining 20% is for food and beverage and retail outlets.

The company has also been involving local residents in shaping what is on offer.

“We actively engage local communities in the development process. For example, using local surveys to help design attractions and offerings that reflect the preferences and interests of the people who will enjoy them,” he says.

One example of this collaborative approach is Seven’s work with electric motorsport series Formula E, which has led to the creation of an e-karting experience. The attraction is intended both as entertainment and as a way to inspire and train Saudi Arabia’s next e-karting champions.

Technology is another area where Seven hopes to differentiate its offer. Attractions will mix immersive storytelling with digital interactivity. Al-Jubair gives the example of a bowling experience that allows players to create avatars and project them onto lanes, blending the physical and digital worlds.

To bring in international expertise and content, Seven has signed partnerships with Warner Bros, Discovery, Mattel, Hasbro, Formula E and Clip 'n Climb. At the same time, the company is creating original Saudi content.

“We are developing our own original Saudi entertainment concepts, rooted in local culture and storytelling, to create experiences that can stand alongside the best in the world and offer something uniquely homegrown,” says Al-Jubair.

Achieving its goals

Al-Jubair notes that Seven's operations are designed to be guest-focused from the outset. Feedback will be collected in real-time via kiosks, QR codes and mobile applications, as well as through surveys, social media and mystery shoppers.

“This continuous loop will enable us to address issues instantly, track trends over time, and shape new attractions and services around what guests truly want,” he says.

Seven is also making efforts to ensure that its projects are built and operated sustainably. Al-Jubair says: “All sites are targeting at least Leed Silver certification, while during 2024 the company recorded 80% water savings, 20% energy savings and recycling of more than 75% of construction waste. Emissions were also cut by 15%-20% each month.”

Ultimately, Seven aims to help establish a sustainable entertainment ecosystem that is global in ambition yet rooted in Saudi culture.

“Guided by Vision 2030, Seven is contributing to the government’s ambition of building a thriving entertainment sector that enriches lives and diversifies the economy,” says Al-Jubair.

“By 2030 and beyond, our ambition is to set new benchmarks for entertainment across Saudi Arabia and abroad.”

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Yasir Iqbal

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