Al Hokair Group Way Forward

Mohamed Attia joined Al Hokair Group in Riyadh, Saudi Arabia in 2021 as an Entertainment General Manager. He is a highly trained and resultoriented leader with over 20 years of proven track record in organizational development, management and planning across prestigious companies in the Leisure Sector. Mohamed is keen to meet challenges in any circumstance to a win-win solution and known for his strategic plan to turn in the right direction of the leisure business to accomplish the company’s goals.

Mohamed Attia

General Manager - Entertainment Al Hokair Group Our story started in 1975. Ever since our launch, we’ve been honoured to have the Al Hokair Group name synonymous with all things entertainment and tourism in Saudi Arabia and the Middle East. The Al Hokair Group was founded by Sheikh Abdulmohsen Al Hokair who made great investments in the entertainment and hospitality industries.

The past five decades have been a marvellous journey for us - the Group has expanded to include more than 80 family entertainment centres, and 35 strategically-located hotels across Saudi Arabia and the GCC.

Thanks to our diverse international experience, we have also helped in the development of tourism investments, specifically with entertainment and hospitality.

We are excited to see the rise of new opportunities in Saudi Arabia and the region. With this comes new avenues for all market players. We are now competing against players from outside the region which I see as a good thing. It sharpens our focus, makes us very aware of all aspects of our business, and boosts our appetite to stay ahead of the game.

The Group launched its strategic plan for the five years of 2021-2025 which aim to cope with market changes, strengthen its position and diversify its sources of income.

The group’s entertainment section strategic plan focuses on repositioning our entertainment brands and investing in and renewing our main operations. Our experiences will be developed in line with our market and customers’ expectations and we will ensure that each business unit is set on a clear path for growth.

And the other main focus of our strategic plan is to raise the quality of services and diversify them to achieve continued customer satisfaction across all age groups

and exceed our valued customers’ expectations by introducing new and unique entertainment concepts and offering unique and distinctive entertainment experiences.

To achieve our plan, we’ve signed several important collaboration agreements like the master development agreement with iP2 Operations Holding B.V. (iP2), to introduce and develop new of its kind entertainment centres brands like Mission Play by Mattel, CoComelon, and many more to come across the MENA Region.

This agreement is part of the group’s strategy to continue to expand its brand portfolio and to introduce and launch the most innovative and unique IP entertainment brands in the world.

Another important collaboration was the licensing agreement with Hasbro, the global branded entertainment leader. The agreement brings Playocity, a first-of-its-kind entertainment centre, to the Kingdom of Saudi Arabia and capitalizes on the fandom surrounding Hasbro’s beloved brands and experiences.

Also, Al Hokair Group and The Path Entertainment Group signed a licensing agreement to open the first Monopoly Lifesized – a new, participatory gameplay attraction bringing together the best of the iconic board game – the first of its kind in the Middle East. Monopoly Lifesized is a real-life, full-sized version of Monopoly offering the chance to hop around the board and build the property empire of your dreams. It is built as a hybrid of escape rooms, board games, and team challenges – in other words, loads of fun!

And the recent collaboration was the signing of a license agreement between Al Hokair Group and International Merchandising, Promotion, and Services S.A. (IMPS) that will launch the first Smurfs FECs in Dubai followed by more locations across the MENA region.

Smurfs FEC guests will enjoy meeting with the beloved Smurfs characters and they will experience state-of-the-art and unique games and attractions of all Smurfs-themed.

These unique projects will be milestones in the group’s development journey and they will add great value to our entertainment portfolio, and they will mark another success story for the Al Hokair Group.

To conclude, I would like to say “It is enough for you to believe in what you do, to become a pioneer in your field” – a belief that inspired the birth of, and continues to sustain the success of the Al Hokair Group.