New partnership to deliver advanced digital experiences at Qiddiya, aiming to revolutionise entertainment with AI-driven, personalised interactions

In a bold step towards a digital future in entertainment, Qiddiya Investment Co. (QIC) has entered into a Qiddiya digital entertainment partnership with global tech firm Globant. This collaboration aims to establish Qiddiya City as a digital-first immersive destination under Saudi Arabia’s Vision 2030 initiative. The initiative, known as the ‘Qiddiya PLAY LIFE Connected Experience,’ will seamlessly integrate digital entertainment, sports, and cultural experiences, transforming how residents and visitors interact with the Kingdom’s mega-entertainment project.

The PLAY LIFE Connected Experience will harness artificial intelligence, data analytics, and cloud technology to deliver personalised, interactive experiences throughout Qiddiya City. Visitors will be able to book events, manage schedules, discover new attractions, and interact with the local community via a real-time interface. This digital platform promises a seamless blend of entertainment and convenience, pushing the boundaries of what a smart, immersive city can offer.

According to QIC’s Chief Technology Officer, Abdulrahman Al-Ali, the partnership with Globant represents a “pivotal step in realising Qiddiya’s vision as the world’s first city dedicated entirely to play.” By combining high-tech innovation with entertainment, Qiddiya City will deliver a fully integrated, memorable experience for each visitor, advancing Saudi Arabia’s reputation as a leader in immersive tourism.

Globant’s CEO of New Markets, Federico Pienovi, underscored that this project goes beyond creating a typical smart city by building a space where technology transforms engagement and user experience. This initiative aligns with the broader goals of Saudi Arabia’s Vision 2030, positioning the Kingdom as a top destination for next-generation tourism and tech-driven entertainment.

Mamdouh Al-Doubayan, managing director of Globant for the Middle East and North Africa, noted that this venture will foster opportunities in digital skills development for Saudis, advancing the Kingdom’s workforce in technology and innovation. Through upskilling and reskilling programmes, Qiddiya will serve as a training ground for future leaders in digital transformation, solidifying Saudi Arabia’s leadership in the digital ecosystem.