Mohamed Attia, the CEO of Al Othaim Entertainment’s extensive chain of family entertainment centres based in Saudi Arabia, has left the company to operate and develop a new entity in the MENA region, with four locations already in operation and another nine planned before end of this year.
Attia, who has many years of experience at the helm of some of the region's largest operating companies, including Al Hokair and the Sala Entertainment, was in his second stint at Al Othaim and had been in the top seat for two years.
His new venture is Ground Control Entertainment LLC, based in Dubai, where Attia has gathered around him a team of experienced professionals in the attractions industry.
The company's objective is to launch flagship entertainment and leisure-based concepts within the GCC region and beyond into the rest of the Middle East.
"We will focus on distinctive, creative and innovative concepts capable of successfully charming audiences through rich and enticing experiences," he told InterGame. "We focus on outside-the-box rationale and on our creative concepts while staying rooted in the tried-and-true play patterns of children and adults. GC Entertainment delivers unique, interactive, deeply immersive entertainment with an educational underlay, aimed at leading retail centres and high traffic locations in the region."
GC Entertainment is establishing a chain of famous licensed locations in the region, including Haribo, Angry Birds, Smurfs, Village Nerf, Miraculous and Play-Doh.
First up is Dubai Festival City Mall where there is shortly to be a Haribo Happy World and Ground Control in partnership with DFCM, the latter opening in May with Haribo Happy World to follow shortly.
Haribo Happy World is themed around the confection treat that is popular worldwide and features four zones, explaining the story of Haribo treats, with a retail store and F&B outlet plus a birthday party room. Ground Control is a combination of social playground and games with the latest technology prevalent including arcade games, VR, 10 lanes of bowling, simulators, shuffleboard, high-tech billiards, football, darts and jet pong. There will be a party zone for all ages, including corporate events.
"GC Entertainment is a real alternative to the traditional in terms of FEC design," said Attia. "We want to bring something fresh to the consumer; something to really inspire and intrigue but at the same time appeal to all ages."
