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A major Transformers attraction is planned for Seven’s upcoming entertainment destination in Riyadh, with plans for two further attractions in the kingdom as Saudi Arabia’s PIF continues to expand its entertainment offerings
Tom Anstey | Planet Attractions | 11 May 2023
Transformers is the latest major IP to be utilised by Seven for its upcoming entertainment destinations in Saudi Arabia Credit: Seven
Transformers is the latest brand to be utilised by Saudi Entertainment Ventures (Seven), which has announced plans to bring the popular IP to Saudi Arabia for the first time in a major attractions format.
Seven - part of the kingdom’s Public Investment Fund (PIF) - has partnered with experience, design and production company AOA to produce family-friendly immersive Transformers attractions across the kingdom, with the first coming to Seven’s upcoming entertainment destination in the Al Hamra district of Riyadh.
Covering 10,000sq m (108,000sq ft), the Transformers attraction will feature state-of-the-art rides set across a range of immersive action-filled environments themed on the popular IP. Completing the visitor experience will be branded retail, as well as themed food and beverage venues.
Work on the first site in the Al Hamra district of Riyadh is already underway, with the project recently breaking ground. The wider Al Hamra destination will cost SAR3bn (US$798m, €769.6m, £664.8m) to develop and will be set over 167,000sq m (1.8 million sq ft), attracting an estimated six million visitors each year.
Following the development of the Al Hamra site, two further attractions will open at other Seven-branded entertainment destinations in the kingdom.
Transformers follows a number of other major IP announcements in recent months from Seven, including another Hasbro brand in the form of Play-Doh entertainment centres, as well as Warner Bros Discovery-themed edutainment attractions.
“By partnering with Seven in the Kingdom, we can bring even more truly unique experiences to fans of Transformers and Play-Doh,” said Matt Proulx, VP, Location Based Entertainment at Hasbro. “We’re sure that these new immersive attractions will entertain and delight generations of fans and families for many years to come.”
Seven has also announced a number of major developments, including a more than SAR1bn (US$266.4m, €244.7m, £215.7m) project to build a state-of-the-art entertainment destination in the city of Tabuk. Overall, Seven is investing SAR50bn (US$13.3bn, €12.84bn, £11.07bn) across 21 integrated entertainment destinations in the country with more than 150 innovative attractions to open across 14 different Saudi cities.
“We continue to cement our position as the national champion of the Kingdom’s entertainment sector,” said Abdullah Al Dawood, chairman of Seven . “We are strengthening the entertainment ecosystem with our strategic partnerships to bring a wide range of attractions for the people of Saudi Arabia to enjoy.”
In wider Saudi Arabia, the General Entertainment Authority (GEA) has issued licenses for more than 400 entertainment venues, including 24 theme parks.
The approvals form part of the kingdom’s Vision 2030 plan to diversify its economy, reducing its dependence on oil by developing tourism and entertainment destinations.
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