January 31, 2020

SEA 2020 - Turning Saudi Arabia Into the Entertainment Hub of the Middle East

Saudi Arabia’s General Entertainment Authority (GEA), which is responsible for the development and regulation of the Kingdom’s entertainment sector, has led the drive towards supporting the entertainment industry as part of the Kingdom’s Vision 2030 commitment to creating a more vibrant society. The GEA has struck up partnerships with other major event producers including National Geographic Encounter, IMG Artists and LuxuryKSA.

As part of this major effort, the Saudi Entertainment and Amusement (SEA) expo has rapidly become a must visit event. It brings together the best international and local manufacturers and suppliers of rides, games and devices, water-related equipment, lighting, food and beverage as well as security equipment.

Taking place in at Riyadh International Convention & Exhibition Center from February 3-5, SEA provides you with access to the right mix of products, services and technology to satisfy all your theme project needs. And, this year’s show is 30 percent larger, meaning more exhibitors, more products and more networking opportunities.


Having a show of this size and caliber within Riyadh is a direct measure of the current growth and long-term potential of themed entertainment across the Middle East. This is a wonderful opportunity for anyone currently in the entertainment sector or looking for exciting opportunities to expand their reach.

Read on for our suggestions on how to make the most of your time at this year’s event.

Don’t Miss Out on Free Learning Opportunities

SEA 2020 features a broad spectrum of educational programs from some of the most respected entertainment and leisure industry professionals working in Saudi Arabia today. The educational component will take place between 6pm-9:30pm on the first two days of the event – Monday the 3rd and Tuesday the 4th.

Some of the presentations at this year’s event show great promise as well. For instance, on February 3, there is a presentation focused on Bringing and building world-famous Family Entertainment Center brands to the Kingdom. On February 4, there is a presentation focused on The Family Entertainment Centre of the Future. Also on the 4th, there will be a presentation focused on the attraction development process and key things to consider. And a discussion around the power of eSports: a new, fast growing and highly lucrative ecosystem within KSA sports industry will end the presentations.

These interactive presentations will provide valuable insights into the key strategic, logistical and commercial decisions driving the rapid expansion of the Kingdom’s key family entertainment centers, live music festivals, international sporting events and Vision 2030 mega projects.

SEA also shines a bright light where immediate opportunities exist for investors, developers, operators and solution providers.

Visit the Newest Brand Sector

This year’s SEA expo will also include a focus on the growing cinema sector, a true area of opportunity within the region. The showcased products will include 3D providers, cinema technology, construction and architecture, digital cinema, digital cinema projection, screens, seating, speakers/sound/amps, ticketing and point of purchase technology, lighting and food offerings.

Having the right mix of technologies is a crucial component to getting the cinema environment right. Visiting this new sector focus at SEA is a great place to start.

Electrosonic’s Commitment to the Middle East 

Electrosonic has had a presence in the past at SEA. And we will have a larger booth at this year’s expo. Several of our audiovisual experts will be in attendance to meet with you and discuss how we can work in partnership with you to build the themed experience you desire. 

As themed entertainment has grown in popularity across the Middle East, Electrosonic has been right in the middle of all the action.  In fact, Electrosonic has a well-documented, award winning history of developing and supporting themed deployments throughout the region, with many of recent deployments earning international recognition.

Dubai Fountain

Warner Bros. World™ Abu Dhabi. Electrosonic played a pivotal role in building the world’s first-ever Warner Bros. branded indoor theme park, which transports guests to the lands of their favorite superheroes and animated characters via interactive family-friendly rides, authentically themed lands and immersive experiences. Located on Yas Island, Abu Dhabi, the 1.65-million sq. ft. (153,290 sq. m) park is owned and was developed by Miral Asset Management and Warner Bros. Consumer Projects.

Electrosonic worked with Thinkwell Group, the Los Angeles based global design and production agency that led the park’s design and attraction production, to provide complete parkwide audio and video and show control solutions. This project received the Themed Entertainment and Attractions Project of the Year Award from AV Awards. The AV Awards are all about identifying instances of innovation and creativity utilized as organizations leverage the latest AV technologies to create truly immersive experiences.


Sheikh Abdullah Al Salem Cultural Centre (SAASCC).  Located on a 13-hectare site in the Al-Sha’ab district of Kuwait City. The cultural center includes the Natural History Museum, Science and Technology Museum, Arabic Islamic Science Museum and Space Museum.

Click here to listen to the podcast about what was involved in delivering the world’s largest museum.

Taking 5 years to complete, the comprehensive museum complex houses 23 galleries in over 22,000 square meters. A truly immersive experience filled with engagement opportunities, SAASCC sports over 800 exhibits and experiences including a 4D theater adventure inside the human body and a 1-million-liter aquarium. Visitors can also explore the wonders of Arabic influences on today’s modern world, key inventions such as the camera obscura and Al-Jazari clocks can be discovered in the interactive library and multi touch displays allow the visitor to identify key inventions, how they have developed and still play a part in today’s society.

Electrosonic was awarded the Commercial Integrator 2019 Best Museum Project for its role in delivering SAASCC. We welcome the opportunity to spend time with you at the show, learning more about your plans and demonstrating firsthand how putting over 55 years of experience designing, building and supporting innovative solutions into action can help you meet your goals.

Ready to expand your presence in the themed entertainment space? Having worked on many of the largest and most recognized themed spaces in the world, Electrosonic has the knowledge and experience you need. Click here to learn more.  

Maurizio Capuzzo

Maurizio Capuzzo, Electrosonic’s Chief Marketing Officer, fuses the science of data with the art of visual and verbal communication to explain how technology adds value and helps foster innovation. Maurizio writes from a wealth of experience, holding leadership roles in global technology companies as well as possessing a deep understanding of how technology contributes to business growth.