Jun 23, 2025
In a region already reshaping what the future looks like, Saudi Arabia is fast becoming a canvas for bold, immersive experiences, especially in the events industry. The integration of AR, VR, and metaverse technologies is no longer a novelty. It’s a necessity.
With Vision 2030 laying out a clear mandate to diversify the economy and elevate cultural experiences, immersive tech is stepping into the spotlight. Ministries, mega-projects, and global brands are all turning to virtual worlds, digital twins, and mixed reality to create deeper audience engagement, better storytelling, and more measurable results.
From “Wow” to “What’s Next?”
Just a few years ago, a VR headset at an exhibition was enough to make people stop and stare. Today, the expectation has evolved; guests want to step into the brand story, interact with it, and share that moment instantly.
AR and VR are not just tools anymore; they’re the experience.
At high-profile events like LEAP, Future Investment Initiative (FII), and even government-led exhibitions, these technologies are redefining how booths, brand launches, and entire event ecosystems function.
Whether it's:
A metaverse pavilion where delegates explore giga-projects virtually,
An interactive AR layer that guides visitors through a smart city model,
Or a VR walkthrough of NEOM or Diriyah before a single brick is laid,
Saudi Arabia is using tech to turn vision into a visceral experience.
Why the Metaverse Actually Makes Sense Here
It’s not hype. It’s hyper-contextual.
The Saudi government’s commitment to becoming a global hub for tech, innovation, and entertainment makes the metaverse not just viable but vital.
Consider this:
Young, hyper-digital population: Over 70% of Saudis are under 35. They're already in virtual spaces daily.
Massive state-backed investment: Entities like MCIT, MiSK, and the Royal Commission for Riyadh City are actively exploring XR and metaverse ecosystems.
Mega-events needing mega-engagement: With tens of thousands attending conferences, concerts, and expos, scalability and immersion matter.
By blending physical and digital, event organizers can deliver limitless attendance, multi-language access, on-demand content, and real-time analytics, things that traditional formats struggle to scale.
Brand Engagement Just Got a Power-Up
Global and regional brands participating in Saudi events are shifting budgets towards interactive zones, gamified booths, and mixed reality activations.
What used to be a static kiosk is now a portal to an experience.
For example:
Tech companies are using multi-user VR to simulate product ecosystems.
FMCGs are adopting metaverse brand environments where customers can shop, learn, and play.
Government pavilions now integrate XR storytelling to communicate policy, culture, and investment opportunities more effectively.
What It Means for Event Organizers & Agencies
The shift is clear: event strategy now requires immersive thinking.
Organizers who once focused on logistics and layout are now hiring AR developers, spatial designers, and metaverse architects.
To stay ahead, agencies need to:
Invest in immersive content pipelines (3D design, motion capture, real-time rendering)
Partner with XR studios and virtual production experts
Rethink KPIs: it's not just footfall anymore, it’s engagement time, interaction depth, and digital shareability
